Snapchat Snap Select

Snapchat's premium reserved video ad tier, competing with upfront-style digital video offerings from YouTube, Hulu, and other premium social and streaming platforms

Snap Select is a premium reserved advertising solution within Snapchat's advertising portfolio, launched in 2019 to give brands guaranteed access to high-quality, brand-safe video inventory on the platform. It allows advertisers to reserve non-skippable 6-second video ad placements within Snapchat's most popular Discover shows and content, purchased at a fixed CPM rather than through auction-based buying. This approach provides predictability and premium positioning for brand advertisers seeking assured reach among Snapchat's predominantly Gen Z and millennial audience. Snap Select targets large brand advertisers and agencies looking for a more traditional, upfront-style media buying experience within a digital social platform. By offering guaranteed inventory in Snapchat's highest-engagement Discover content — including professionally produced shows from major media partners — it competes with premium digital video offerings from YouTube, Hulu, and other streaming and social platforms. The fixed-CPM model and curated placement environment are designed to appeal to brand safety-conscious advertisers who require certainty over where their ads appear. As part of Snapchat Ads, Snap Select complements Snap's broader self-serve and programmatic advertising ecosystem by providing a reserved, direct-sold tier. It represents Snap's effort to capture a share of traditional TV and premium digital video budgets by offering a controlled, high-quality environment with measurable reach and frequency guarantees.