At the 2026 NewFronts, one marketing buzzword has been an inescapable refrain: Platforms are all about the “full funnel.”
That term refers to strategies that engage with consumers at every step of their journey, from discovery to intent to conversation. In a social media landscape defined by siloed feeds and short attention spans, reaching target audiences across the full funnel is no easy task, but all of the major platforms seem to believe they can be a one-stop shop for forward-thinking advertisers.
TikTok has embraced the full funnel. So too have LinkedIn and Samsung. But Snapchat was arguably the NewFronts presenter that placed the strongest emphasis on the event’s most common catchphrase. Its pitch centered around a “full-funnel advantage” powered by a mix of new and preexisting ad formats.
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Like TikTok and Meta, Snapchat is aiding attention-based strategies by putting brands at the top of the feed. Buyers who invest in Total Snap Takeovers will ensure that their ads are the first ones Snapchat users see when they switch over to a new tab.
Snap’s claim is that immediacy is key for brands that want to break through the clutter of today’s noisy social media environments. According to a blog post, U.S. Snapchatters open the app 30 times per day, and 97% of them access multiple tabs during their visits. Those behaviors give Total Snap Takeover buyers more chances to make a strong first impression.
“In today’s environment, attention is the most valuable currency in marketing, and it’s increasingly hard to earn,” said Snap President of Americas Mary Ann Belliveau in a statement. “Our community comes to Snapchat to connect with the people who matter most, which creates a uniquely attentive environment for brands.”
Turning heads at the top of the feed is nice, but what about the other sections of the funnel? Snapchat also has new solutions for advertisers who are eager to convert impressions into retail-related outcomes. One format currently in beta is Offers, which integrates IRL promotions into Snap ads. Gen Z is getting more spending power to distribute across social media, and the platform that calls itself “the key to Gen Z” is building the tools that will bring more of that revenue to its shores.
Ultimately, Snapchat’s self-characterization as a full-funnel specialist is a product of its impressive scale. More than a decade after its initial debut, it claims to attract nearly one billion monthly active users. That’s a lot of eyeballs that can engage with ads, as Snap is starting that process as soon as its app opens up.
