Dive Brief:

• A new study from Millward Brown shows that Snapchat users actually enjoy experimental ads shown on he messaging app with self-destructing posts. 
• The Brand Story—short clips strung together as one ad—were well received by Snapchat users, with 44% of viewers claiming to enjoy the ads. 
• Brands running the ads have seen success too: Universal saw a 13% increase in ticket sales from ads it ran for "Ouija" and "Dumb and Dumber To." 

Dive Insight: 

It's always a risk to introduce ads to loyal social app users, so it's reassuring for Snapchat to have such success with its initial run. The secret, it appears, is that the brands were extra careful to tailor the ads to resemble how users typically utilize the app. Similar to what marketers are experiencing with Instagram and Facebook, the closer an ad feels to the native social media experience, the more likely users are to accept it—which is an important lesson for advertisers in the coming year.