Snapchat-Kantar report signals shift to chat-led advertising, delivers higher brand recall in India

In a signal of evolving digital consumption patterns, Snapchat, in partnership with Kantar, has released a new India-focused report that underscores a shift from passive content consumption to more intent-driven engagement—particularly among Gen Z and Millennials.

The study centres on Sponsored Snaps, Snapchat’s ad format embedded within its Chat interface, and positions it as a high-attention alternative to traditional in-feed advertising. According to the findings, Sponsored Snaps deliver 2.5 times higher brand awareness compared to competing in-feed platforms. Ads within the Chat feed also generate 1.7 times higher unaided awareness and stronger top-of-mind recall.

Is Chat emerging as the new high-attention advertising surface?

The report is based on Kantar’s Context Lab research, which analysed campaign performance across categories such as consumer packaged goods (CPG), retail, and smartphones. Snapchat conducted a custom Kantar Context Lab survey between January and February 2026, targeting 3,144 Indians aged 16-40. The study used a control vs. exposed methodology to measure the attitudinal effects of Sponsored Snaps across four brands in the CPG, Retail, and Electronics verticals.

It argues that the effectiveness of digital advertising is increasingly linked to the quality of user attention rather than scale alone.

Snapchat’s Chat environment, the study suggests, is inherently different from conventional social media feeds. While feeds often encourage passive scrolling behaviour, Chat is built around direct, one-to-one communication, resulting in more deliberate user engagement. This behavioural distinction appears to translate into stronger brand outcomes.

The data points to significant upper-funnel gains, including a 38-point lift in top-of-mind awareness when Sponsored Snaps are combined with video formats. The platform also recorded 83.4% passive attention levels alongside nearly 20% active emotional engagement, indicating a blend of visibility and deeper user involvement.

Why are Sponsored Snaps resonating with users?

User perception metrics further strengthen the case for Chat-led advertising. The report notes that 93% of respondents felt Sponsored Snaps integrated naturally into their platform experience, while 95% found them relevant. Additionally, 94% said the format makes it easier to share new discoveries with friends, effectively amplifying brand messages through peer interaction.

A key highlight of the study is its focus on Gen Z, a cohort often seen as resistant to traditional advertising formats. Among these users, Sponsored Snaps delivered 1.7 times higher “cool and trendy” perception compared to other platforms. The format also drove a 34-point lift in top-of-mind awareness, suggesting strong resonance at the brand discovery stage.

“We’re seeing a clear shift across the industry, where the most meaningful interactions are moving away from public feeds into personal conversations,” said Yagnesh Ravi, Head of India Ad Solutions at Snap Inc. He added that aligning advertising with natural communication behaviours enables brands to move from passive visibility to active consumer intent.

Can Chat-based formats redefine digital advertising effectiveness?

According to Ravi, Sponsored Snaps are designed as immersive, full-screen experiences that blend into conversations rather than interrupt them—an approach that may prove critical in an increasingly cluttered digital environment.

Echoing this, Andy Gallagher, Head of Media at Kantar APAC, said the Chat interface represents a “high-impact environment” capable of capturing attention early and reinforcing brand associations. He described it as a “step-change” in how advertisers can navigate fragmentation and saturation across digital platforms.

The findings come at a time when brands are reassessing the effectiveness of social media advertising amid declining engagement rates on traditional feeds. With attention emerging as a key metric, platforms that can deliver both relevance and recall are gaining strategic importance.

For Snapchat, which continues to scale its presence in India, the report strengthens its pitch to advertisers: as user behaviour shifts towards more private, conversation-led interactions, Chat-based formats could define the next phase of digital advertising growth.