Snap Inc. and Kantar have released a collaborative study examining the performance of Sponsored Snaps advertising on Snapchat in India.
The report found that advertising within Snapchat’s Chat feed generated 1.7x higher unaided awareness and higher top-of-mind awareness compared with other in-feed social media platforms.
The research, conducted through Kantar’s Context Lab survey, analysed advertising impact across categories including consumer packaged goods, retail and smartphones.
Sponsored Snaps delivered a 38-point lift in Top-of-Mind Awareness when combined with video advertising. The report also found that Snapchat users in India showed 83.4% passive attention and nearly 20% active emotional engagement with the ads.
The report recorded Sponsored Snaps driving 2.5x higher brand awareness than competitive in-feed platforms.
The study said 93% of Snapchat users surveyed felt Sponsored Snaps fit naturally into their use of the platform, while 95% said the advertisements were relevant to them. In addition, 94% said the format made it easier to share discoveries with friends.
The report included findings related to Generation Z users, stating that Sponsored Snaps generated a 1.7x stronger ‘cool and trendy’ perception among Gen Z users compared with competing platforms. The study also reported a 34-point lift in top-of-mind awareness among Gen Z respondents.
Commenting on the report findings, Yagnesh Ravi, Head of India Ad Solutions, Snap Inc., said, “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.”
He 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.”
Andy Gallagher, Head of Media, Kantar APAC, said, “The Context Lab study demonstrates that the Chat surface is a high-impact environment that captures attention early and reinforces brand presence. 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.”
