Dive Brief: 

• Snapchat is using live TV as a model for new ad products. 
• The mobile platform is in talks with marketers to incorporate brands into its "Our Stories" feature -- a way for users to organize "snaps" together in one place to tell a story. 
• The first ads on the platform -- released earlier this month for Universal Studios -- mimicked live TV ads. The brand insertions to Our Stories would be consumed like live TV in that users could fast forward or rewind, though they would have to be watched in one sitting. 

Dive Insight: 

Allowing brands to utilize the Our Stories section will allow for a broader story to be told. A snap -- which only last for 10 seconds before it disappears -- has such a small window for information. Our Stories will allow brands to frame a narrative and tell the story they really want to tell. It seems like the natural progression for ads on Snapchat.