Campaigns run by NBC Universal and Electronic Arts on Snapchat were enjoyed by 60 per cent of those who viewed them, according to a survey commissioned by the photo messaging app.

Snapchat, who announced it would be bringing advertisements to the app in October of last year, has run six campaigns so far. The first 'Brand Story' ad unit was a click-to-watch 20 second video ad placed in users' feeds, while the second type of ad unit placed brand images and video into Snapchat's 'Stories' feature, focused around events such as the American Music Awards, the Macy's Thanksgiving Day Parade and Black Friday.

The survey, carried out by Millward Brown and commissioned by Snapchat, saw 60 per cent of those who had seen the 'Stories' add responding positively, while 44 per cent who had seen the 'Brand Story' campaign liked the advert.

The figures place Snapchat's ad units far ahead of the 17 per cent approval rate that generic smartphone ads receive, according to a Millward Brown Digital survey from last year.

When it first announced it was introducing ads, the team behind Snapchat wrote "we want to see if we can deliver an experience that's fun and informative, the way ads used to be, before they got creepy and targeted." If the figures provided by this survey are to be believed, they appear to have succeeded.