June 20, 2026, 6:44 am | Read time: 2 minutes
Snap is introducing a new advertising format in Germany. So-called Sponsored Snaps will now appear directly in the chat section of the app. This brings advertising closer to users’ private exchanges. However, the company emphasizes that these contents are clearly marked and do not trigger push notifications.
The format was introduced in the fall of 2024. Initially, it was only available in the U.S. Now, the rollout is also happening in the EU, making the ad format part of the offering in Germany.
First Campaigns in Germany
Hints about the launch appeared in early June 2026. Tim Christiansen, Managing Director DACH at Snap, announced the introduction in a LinkedIn post on June 2. The launch has since taken place, and the first campaigns are active.
According to Horizont, L’Oréal, eBay, and Vodafone are among the first advertising partners. Singer Nina Chuba is also using Sponsored Snaps to promote the video launch of her podcast.
Snap highlights the potential effects of the format. In the UK, conversions have increased by up to 22 percent. Additionally, the company points out the importance of the chat. About 85 percent of users regularly use this area. Opened Sponsored Snaps are expected to bring 20 percent more purchases per full-screen ad view. Snap also reports 14 percent more measurable actions on websites and 18 percent more in apps.
How Sponsored Snaps Work
For users, the operation remains largely unchanged. The ads appear in the chat feed and can be opened or ignored. There is no push notification.
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After opening, a vertical image or video is displayed in full screen. The view then returns to the chat overview. Only upon reopening does a chat with the brand occur, where the brand can optionally respond. Additionally, a link can be embedded, leading to more content.
With the new format, advertising reaches an area previously used mainly for private conversations. For many users, the chat is not a traditional advertising space. For companies, this proximity can be attractive. At the same time, it remains a challenge for Snapchat. The key is whether the advertising remains clearly identifiable and does not disrupt exchanges.