The news: Snapchat is positioning itself as a must-have in social media marketing rather than an optional add-on at the 2026 IAB NewFronts. The company introduced new products and highlighted the scale of its reach to court advertisers who haven’t taken the platform as seriously as social giants like Meta and TikTok.
- Snap claimed that 63,000 Snaps are sent per second—amounting to nearly 2 trillion in 2025. The company highlighted the consistent, habitual engagement of its users as a reason behind its marketing edge.
- Its main product debut was Total Snap Takeovers, a format that puts advertisers in the first ad slot across tabs for a specific period. Snap emphasized that 97% of its users visit several tabs per each session.
- Snap also announced a beta feature that allows brands to embed promotions into Snap Ads to streamline the path to purchase.
- The company is expanding Dynamic Product Ads (DPA), introducing new formats like Multi-Segment DPA, which allows brands to display different product segments and categories within a single ad unit. Snap is also testing Product-Level Video Ads and Vertical Carousel Ads.
Snap points to promising results: Early DPA tests with apparel brand WOLFpak saw a 90% higher return on ad spend versus non-DPA campaigns.