At NewFronts 2025, Snapchat introduced a wave of new advertising tools, focused on automation, inbox ads, and music-led engagement. These updates aim to improve advertiser performance and provide innovative ways to connect with Snap’s younger, highly engaged audience.
AI-powered campaign enhancements
Snapchat is rolling out two major AI-driven updates for advertisers:
- AI Smart Bidding: Enables advertisers to define a target cost-per-action (CPA), with Snapchat’s system optimising bids automatically to meet that goal.
- Smart Budget: Allows automatic reallocation of spend toward the highest-performing ad sets in real-time.
Both features are in alpha testing and are reportedly showing promising results. These updates reflect a wider industry trend of automated ad optimisation, and help bring Snap’s capabilities in line with other major platforms.
Sponsored Snaps: new features and expanded reach
Snap’s ‘Sponsored Snaps’ ads that appear directly in user inboxes—are also evolving:
- “First Snap”: A new one-day placement that allows brands to follow up with users who open a Sponsored Snap, offering a CTA in a prime messaging space.
- Auction-based delivery: Sponsored Snaps are now being integrated into Snap’s ads auction system, giving advertisers more dynamic campaign options.
- Creator-backed Sponsored Snaps: Brands can now deliver Sponsored Snaps directly from a creator’s handle, improving trust and engagement with users.
While inbox ads may feel intrusive to some, early feedback suggests user resistance is low, and the DM placement creates a more intimate promotional window.
Reinforcing Snap’s role in real-world connection
Snapchat is launching a new promotional campaign highlighting its unique ability to capture and amplify real-life moments. While the tone may come off a bit intense, the message resonates: Snap remains a space where connection feels immediate and authentic.
