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Snapchat has launched Total Snap Takeovers, a new placement option that allows brands to appear as the first ad in each tab of the app. The buy covers Map (Promoted Places), Chat (Sponsored Snaps), Camera (AR Lenses and Filters), Stories (Tiled Story Ads), and Spotlight (Snap Ads and Dynamic Product Ads). The announcement also introduces Offers, a new beta format, and expanded Dynamic Product Ad options.
How Total Snap Takeover works
The format guarantees first-ad position in every tab a user visits in a single session. Snapchat reports 97% of its users visit multiple tabs per session and that U.S. users open the app more than 30 times daily. A brand holding Total Snap Takeover occupies first-ad position in the discovery surface (Map), the messaging surface (Chat), the creative surface (Camera), the content feed (Stories), and the entertainment feed (Spotlight) within a single user session.
Commerce and direct response updates
Snapchat is also testing new commerce features. The platform is introducing Offers, a beta feature that embeds brand promotions directly within Spotlight and Stories ads. The feature lets brands include promotions directly in Snap Ads. Rather than directing users to a separate landing page, Offers surfaces discounts and deals inside the ad unit.
The company is also expanding Dynamic Product Ads with formats such as Multi-Segment DPA, Vertical Carousel Ads, and Product-Level Video Ads. Multi-Segment DPA enable advertisers to combine multiple product sets in a single DPA campaign for broader catalog coverage. Vertical Carousel Ads and Product-Level Video Ads are in testing.
Product-Level Video Ads automatically generate video creative from catalog product assets, removing the production step that often limits DPA scale on video-first platforms.
How it compares to Meta and TikTok
Neither Meta nor TikTok offers a single-buy product guaranteeing first-ad coverage across an entire app simultaneously. Meta's cross-surface buying covers Facebook and Instagram placements, but a single buy does not guarantee first-ad position at every surface a user encounters. TikTok's TopView and Brand Takeover products dominate individual placements, not the full-app experience.
Snapchat's Total Snap Takeover is structurally distinct from both. The platform reports nearly 1 billion monthly active users globally, with its U.S. audience concentrated among users aged 13-34. For awareness campaigns targeting that demographic across full-funnel placements, the format offers multi-surface inventory that has no direct equivalent on the other major platforms.
Recap
What is Snapchat's Total Snap Takeover?
Total Snap Takeover is a single media buy that places a brand as first ad across all five Snapchat tabs: Map (Promoted Places), Chat (Sponsored Snaps), Camera (AR Lenses and Filters), Stories (Tiled Story Ads), and Spotlight (Snap Ads and DPA). Snapchat reports 97% of users visit multiple tabs per session.
How does Snapchat's ROAS compare to other social platforms?
Triple Whale's 2025 ecommerce benchmark ranked Snapchat first for ROAS across all platforms tested. In a WOLFpak case study, DPA campaigns on Snapchat delivered 90% higher ROAS than non-DPA campaigns. Snapchat also cites Sponsored Snaps generating 2.3x more unaided brand awareness lift versus other social platforms. These figures come from Snapchat-commissioned or Snapchat-cited research.
What are Snapchat's new Dynamic Product Ad formats?
Multi-Segment DPA is now available, letting advertisers combine multiple product sets in a single DPA campaign. Vertical Carousel Ads and Product-Level Video Ads are in testing. Product-Level Video Ads auto-generate video creative from catalog product assets, removing the production step that often limits DPA scale on video-first platforms.
