Users Are Very Receptive to Snapchat Ads, According to Study

Millward Brown Digital teamed up with Snapchat to analyze the app’s first attempts at monetization, and the results look pretty good. While the study was commissioned by Snapchat itself, the branding consultancy found users had a generally favorable reaction to both “Brand Stories” and sponsored versions of “Our Stories.”

In an analysis of the first six advertising campaigns to appear in the app, Millward Brown Digital found that Snapchat users were three times more receptive to mobile ads than average: 60 percent of users liked sponsored “Our Stories,” and 44 percent enjoyed “Brand Stories.”

Not only were users receptive to Snapchat ads, brands saw increases in ad awareness and brand favorability.