Dive Brief:

• A new study from Millward Brown shows that Snapchat users actually enjoy the experimental ads. 
• 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. The closer an ad feels to the native experience, the more likely users are to accept it—which is an important lesson for advertisers in the coming year.