New insights highlight key behaviors, creative strategies, and media efficiencies for advertisers across the region this summer season
Dubai, UAE - June 26, 2025: Snapchat has released its Snap Summer Guide 2025, offering advertisers across the region a roadmap to capture attention and drive results during one of the most active periods on the platform. From golden hour Snaps to back-to-school moments, Snapchatters across the GCC are embracing summer in real time and brands now have more tools than ever to be part of those moments.
Snapchat’s summer season, running throughout August, presents a significant opportunity for advertisers. According to recent platform data, this period records the lowest CPMs of the year, 19% below annual averages, making it the most cost-effective window for media spend. Beyond efficiency, Snapchat delivers over five times higher active attention compared to other platforms, offering brands a powerful space to influence consumer decisions in a low-clutter environment.
What sets Snapchat apart during this period is the depth and frequency of user engagement. In both Saudi Arabia and the UAE, nearly all users, 98% and 99% respectively, explore multiple tabs during a single session. These include Chat, Camera, Stories, and Spotlight, giving brands an always-on opportunity to connect across the full user journey. Chat engagement alone remains high, with 85% of Snapchatters in KSA and 74% in the UAE using it regularly. Sponsored Snaps, when placed in the Chat, have shown a 24% lift in purchases compared to the same ads delivered elsewhere in the app.
Performance marketers can also unlock greater efficiency through automation. Brands in the region that adopted Snapchat’s Target Cost (tCPA) bidding have reported a median 45% improvement in cost per purchase compared to autobid strategies. When paired with low CPMs and high-intent placements, advertisers can scale with confidence while delivering measurable outcomes.
This summer, Snapchat is also putting a spotlight on creative. The platform encourages brands to experiment with a mix of formats, from static images and short-form video to Collections and Commercials, and lean into bold, colorful, and interactive visuals. Creative wear-out is a risk during always-on campaigns, but using AR Filters, AI-powered Dreams lenses, and native creator content can help keep storytelling fresh and engaging.
Maintaining visibility across the full season is key. Advertisers that ran consistent campaigns using Purchase Goal-Based Bidding (GBB) performed better overall. Those that stayed live throughout last year’s summer window saw a 48% increase in return on ad spend compared to those that paused intermittently. They also recorded a 64% higher average order value, underscoring the long-term value of a consistent, summer-long presence on the platform.
"Summer on Snapchat isn't just a season; it's an opportunity where performance marketing meets brand resonance and cost-efficiency," said Antoine Challita, Head of Sales at Snap Inc. UAE. "The Snap Summer Guide provides brands with a blueprint to capitalize on efficiencies and heightened user engagement. By utilizing our AI-enabled smart bidding solutions and smart placements, advertisers can achieve substantial returns on ad spend and foster meaningful brand connections during one of the platform's most active periods."
As consumers shift into a season of travel, celebration, and discovery, Snapchat remains a platform where every moment matters, and where brands can win them all.
