The Era of the ‘Feed’ is Ending: Kantar and Snapchat Reveal the Power of ‘Chat … – Agency Reporter

Snapchat, in partnership with global marketing data and analytics leader Kantar, unveiled a report on the impact of Sponsored Snaps in India. The study reveals that advertising within the Chat feed, Snapchat’s most frequently used surface, delivers a significant competitive advantage, cutting through digital noise to drive 1.7x higher Unaided Awareness and higher Top-of-Mind (TOM) Awareness than other in-feed social platforms.1 Snapchat proves the efficacy of Chat as a high-intent, high-attention advertising surface.  As attention becomes the new currency in the digital economy, this research establishes a clear distinction between “Active Intent” and “Passive Scrolling.” While traditional social feeds often result in “zombie-scrolling”, the Chat environment on Snapchat is rooted in intentional, one-to-one communication, creating a uniquely powerful environment where brands can show up in a way that feels relevant and non-intrusive. The ‘Chat’ Advantage: Key Research Findings The Kantar Context Lab survey, which analyzed brand impact across CPG, Retail, and Smartphone, highlighted how Sponsored Snaps outperform the market: Superior Brand Lift: Sponsored Snaps delivered strong brand growth across the entire funnel, particularly in the upper funnel with a +38 point lift in Top-of-Mind Awareness when combined with video.1 Active Attention: The research suggests that Snapchat India delivers high attention
Read More