Introduction: A New Era at Advertising Week New York 2025
Advertising Week New York 2025 is shaping up as a turning point for how brands connect with people online. This year, Snapchat places its most distinctive space—Chat—at the center of the conversation. As platforms compete for attention in endless feeds, Snapchat emphasizes intimate, authentic conversations among close friends and family. The message is clear: brands can join moments in a way that feels native, not noisy, through Sponsored Snaps. This is the new era of connection, demonstrated in a practical, live setting at Advertising Week.
The Power of Chat: Why Brands Should Listen to Real Conversations
In collaboration with MAGNA Media Trials, Snapchat’s research underscores a fundamental shift: chat has become a valuable space for brands to engage. The data shows a willingness among users to hear from brands in chat, with 86% of U.S. social media users open to receiving brand messages on apps like Snapchat and Messenger. This signals a broader cultural shift toward meaningful, private communication where brands can participate without disrupting the user experience.
Snapchat’s conversations are distinct—spontaneous, playful, and personal. A striking 71% of Snapchatters report developing their own unique language with friends on the app, highlighting the intimacy of the platform. For brands, that intimacy offers an opportunity to join conversations in a manner that feels trusted and personal rather than intrusive.
The research also highlights what users expect from brand interactions in chat: real value. Utility tops the list—discounts, personalized recommendations, and timely updates—followed by content that is entertaining and feel-good. In this space, brands can be useful, entertaining, and culturally relevant all at once, turning a simple message into a meaningful moment in a user’s day.
From Conversations to Conversions: The Role of Sponsored Snaps
Sponsored Snaps are proving effective across industries by delivering messages that feel fresh, timely, and fun. Notable early wins include Calvin Harris’ sponsored Snap promoting the single Blessings, which reached 11.8 million Snapchatters in the UK and drove a 58% increase in Spotify streams. The playful “Calvin Harris is typing…” cue demonstrated how a lightweight, native approach can extend beyond Snapchat to other social platforms.
Independent research reinforces the value of this approach: a Kantar study found that about 85% of Snapchatters perceive Sponsored Snaps as relevant and fitting their platform habits. Wendy’s has shown how a brand voice aligned with the user experience can yield immediate results, delivering 52 million impressions in a single day and a 54% boost in organic follower growth by staying true to its voice while mimicking a friend’s snap.
In terms of outcomes, Sponsored Snaps deliver tangible lift: campaigns with full-screen engagement show higher impact on unaided brand awareness (+2.3x), ad awareness (+1.4x), and purchase intent (+1.8x) compared with other social platforms. The takeaway is clear—when brands meet people where they are already engaging with friends, messages feel personal, relevant, and timely, driving both connection and business results.
What to Expect at Advertising Week: Live Demonstrations and Insights
Snap’s presence at Advertising Week includes an immersive out-of-home display and a sequence of on-stage events designed to illustrate how brands can embed themselves into the chat experience. Attendees will see how to move from passive scrolling to active engagement, with demonstrations of Sponsored Snaps in action. A mainstage panel with Love Island stars discussing how chat is reshaping relationships, plus a Creator Stage session on data-driven insights and creator partnerships, will reveal practical strategies for brands seeking to build a chat-first approach.
Additionally, Snap will unveil a new Measurement Playbook and facilitate partner-led discussions throughout the week. The objective is to translate research into actionable guidance that helps brands plan, execute, and measure chat-driven campaigns—driving performance while preserving authenticity.
Conclusion: Entering the Chat Era
Advertising Week New York 2025 marks a pivotal moment for the advertising industry. Snapchat is not merely advertising in the background; it is inviting brands to participate in conversations that feel personal and valuable. Sponsored Snaps offer a proven framework for joining the chat in a way that’s native to the platform, elevating both brand relevance and consumer experience. If the industry is moving toward more meaningful, conversation-driven connections, Snapchat’s chat strategy will be a central guidepost for brands seeking measurable impact.
