The main takeaway
Snap came to NewFronts with a number and a pitch. Nearly 2 trillion Snaps were created in 2025 (about 63,000 per second), and the company wants advertisers to see that habitual, daily engagement as the foundation for a more serious ad biz, rooted in new formats designed to capture both brand awareness and direct response.
The biggest announcements
The headline product is Total Snap Takeovers, a new format that guarantees advertisers the first ad slot across each tab in the app for a given session. With Snap noting that 97% of Snapchatters visit multiple tabs in a single session, the format is positioned as a high-reach, high-impression play for brands trying to dominate the feed at a specific moment.
On the performance side, Snap announced a new offering that lets brands embed promotions directly into Snap Ads, shortening the path from ad exposure to purchase, though it’s currently in beta. The company is also expanding its Dynamic Product Ads with new formats, including Multi-Segment DPA, and is testing Vertical Carousel Ads and Product-Level Video Ads. Snap cited WOLFpak, a North American fashion and apparel brand, as an early DPA success story, claiming a 90% higher return on ad spend compared to non-DPA campaigns.
Rounding out the announcements, Snap framed its broader Smart Campaign Solutions as a way to lower the barrier for brands of all sizes to find performance on the platform, a signal that it’s trying to widen its advertiser base beyond large brand spenders.
Why it matters
Snap has spent years trying to convince advertisers that its audience justifies a dedicated budget. That audience, Snap says, is largely younger, highly engaged, and using the app in a fundamentally different way than they use Instagram or TikTok. The 2 trillion Snaps figure is its most compelling argument yet.
Total Snap Takeovers is the clearest expression of that argument. By guaranteeing first position across tabs, Snap is essentially selling undivided attention, a premium product in an era when most platforms are competing for the same fragmented eyeballs. Whether it commands the CPMs to match that positioning will depend on how well it performs for early adopters.
The direct response push may be the more significant story. Snap has historically been stronger at brand awareness than lower-funnel performance, and the Offers, DPA, and Smart Campaign updates suggest the company is serious about closing that gap. Proving Snapchat drives sales, on top of impressions, would bring in a much larger pool of performance advertisers who have largely favored Meta and TikTok.
