Millward Brown partnered with Snapchat the Messaging App to understand the brand impact of advertisements for brands in the Brand Story and Our Story formats that are currently available in the disappearing photos and videos formats. The results for the early advertisements placed by six advertisers are promising with lift in ad awareness and brand favorability metrics with an increase in purchase intent.
Brand Story comprised of up to 20 seconds of an advertisers’ photo and video content and delivered alongside Snapchat’s organic Story product. Since November, advertisers have also begun to sponsor Snapchat Our Stories, collections of user-submitted photos and video that form a multi-perspective window into geo-centric events. The format provides a contextual advertising format where brands can sponsor a part of the conversation within a context. Its stories can draw tens of millions of viewers a day, according to advertisers who said they heard the stats from Snapchat’s team. The app has topped 100 million monthly users.