Dive Brief:

• Snapchat CEO Evan Spiegel revealed to a group at a Vanity Fair event in San Francisco that ads for the mobile platform are coming soon. 
• The temporary message delivery platform has gathered advertiser interest because of its popularity with younger users: 50% are below the age of 25. 
• Spiegel explained that the ads would start simple with no targeting and would appear in the "Stories" section that allows users to view certain streams of photos and videos within 24 hours before it disappears. 

Dive Insight: 

Brands have been eyeing the Snapchat since it started to grow in popularity, but only a few have started experimenting with the platform. Opening up an avenue to advertise could persuade more brands to give it a shot, but the lack of targeting could be a turnoff for many. The few brands that have ran campaigns— like Taco Bell and Audi —have found some success. The advantage to advertising over self-employed campaigns would be the messages would be distributed to all users rather than having to encourage users to follow a brand on the platform.