Snapchat announced the launch of two innovative advertising products, Sponsored Snaps and Promoted Places, during Advertising Week New York. The move aims to leverage the platform’s high-engagement features—direct messaging and location-based Snap Map—to offer brands more targeted ways to connect with users.
Key Features of the New Ad Solutions
Sponsored Snaps
Brands like Disney (a launch partner) can send full-screen vertical videos directly to users’ inboxes, mimicking Snapchat’s native video format.
Messages are visually distinct from personal chats and auto-delete if unopened.
Future integrations may include AI-powered two-way conversations for customer support and transactions.
Promoted Places
Businesses such as McDonald’s and Taco Bell can highlight locations on Snap Map, which sees 350+ million monthly users.
“Top Picks” annotations drive a 17.6% increase in foot traffic for frequent users, per Snapchat’s data.
Strategic Context
Snapchat’s push for advertiser-friendly tools comes as:
Q2 2025 revenue rose 16% YoY to $1.24 billion, with active advertisers more than doubling.
The platform positions itself as a “positive” social space, contrasting with competitors criticized for misinformation.
Recent initiatives like the Advanced Partner Program (April 2025) and sponsored content series (e.g., Phantom House) underscore its focus on ad partnerships.
Why It Matters
The new solutions address brands’ demand for direct consumer engagement and measurable ROI. By integrating ads into core user behaviors—messaging and map exploration—Snapchat offers a less intrusive, more interactive ad experience.
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