Snap pitches Spend Smarter, asking marketers to move budget to Snapchat.

Snap has launched Spend Smarter, a global performance platform that asks marketers to rethink where their media budgets go. The core argument is that audiences have shifted, and that many media plans still default to older channels. Snap says nearly one billion people use Snapchat, opening the app more than 30 times a day on average, according to an Alter Agents study that Snap commissioned.

The platform leans on two further claims: Snapchat converts faster than other social channels, based on TransUnion multi-touch attribution across 29 brands and 78 outcome metrics; and, according to a Measured study, brands in Measured's portfolio saw about 19.3% higher incremental return on ad spend on Snapchat than from their blended social advertising. Snap features creators and brands including Supercell, Clarins, LOOKFANTASTIC, KFC and ASICS.

The advice to advertisers is to question long-standing planning habits, look beyond familiar sources for new customers, and move money if current budgets are not performing. Snap frames this as a question of efficiency, not spending more. These are Snap's own figures from commissioned or partner studies and have not been independently verified.