Dive Brief: 

• After six months of testing, Instagram launched its 15-sec video ads Thursday. 
• Five major brands will be involve in the first rollout starting Thursday and going for the next few weeks. 
• Disney, Activision, Lancome, Banana Republic and CW have all inked deals with the social app to run the auto-play spots. 

Dive Insight: 

Instagram has been notoriously choosey about which brands can run campaigns on the platform, making autoplay ads a big step. Instagram users tend to be less open to advertising than on other platforms where users have grown used to seeing ads. Likely, Instagram users will warm up to video ads, especially if it can find a way to give the videos a more native appearance.