Snapchat, in partnership with Kantar, has released a new study examining the effectiveness of Sponsored Snaps in India, highlighting the growing role of chat-based environments in digital advertising.
The report suggests that advertising within Snapchat’s Chat feed — described as one of the platform’s most frequently used surfaces — delivers stronger brand impact compared to traditional in-feed social advertising formats.
According to the study, Sponsored Snaps generated 1.7x higher unaided awareness and stronger top-of-mind awareness than competing in-feed platforms. The research also found that combining Sponsored Snaps with video led to a 38-point lift in top-of-mind awareness.
The findings reflect what the report describes as a shift from “passive scrolling” towards “active intent”, positioning one-to-one communication environments as higher-attention spaces for brands.
The study further highlighted that 93% of Snapchat users surveyed felt Sponsored Snaps integrated naturally into their platform experience, while 95% considered the ads relevant. Additionally, 94% said the format made it easier to share discoveries with friends.
The report placed a particular focus on Gen Z consumers, noting that Sponsored Snaps drove a 1.7x stronger “cool and trendy” perception among younger audiences compared to competing platforms. Among Gen Z respondents, the format also delivered a 34-point lift in top-of-mind awareness.
“We’re seeing a clear shift across the industry, where the most meaningful interactions are moving away from public feeds into personal conversations. Snapchat has always been built around real relationships, with Chat at the core of that experience,” said Yagnesh Ravi, Head of India Ad Solutions, Snap Inc.
He further added, “This research reinforces that when advertising aligns with how people naturally communicate, moving from passive viewing to active intent, it delivers stronger results. Sponsored Snaps are designed for this environment, enabling brands to create full-screen, immersive experiences within Chat. This allows brands to show up in a way that feels native and engaging, more like a conversation than an interruption.”
"The Context Lab study demonstrates that the Chat surface is a high-impact environment that captures attention early and reinforces brand presence," said Andy Gallagher, Head of Media, Kantar APAC. "By leveraging the usage of the Chat feed, Sponsored Snaps deliver meaningful emotional engagement and significantly high brand associations. It is a step-change in how brands can cut through the clutter in a crowded digital landscape."
The study was conducted by Kantar between January and February 2026 among 3,144 Indian respondents aged between 16 and 40 across categories including CPG, retail and electronics.
