Instagram is bringing ads to its recently-launched Stories feature, which lets users capture and animate ephemeral photos and videos à la Snapchat. The company made the announcement this morning on its blog, where it also said that more than 150 million Instagrammers use the Stories feature daily — a stunning figure given that Stories launched just five months ago and that Instagram boasts 300 million daily users overall.

The skippable, full screen ads — not unlike Snapchat’s — will let businesses use targeting, reach, and measurement capabilities, Instagram said, and will be particularly immersive since 70% of Instagrammers consume Stories with the sound on. The ads are currently being tested by more than 30 leading brands, including Capital One, General Motors, Maybelline New York, Nike, and Netflix.

Check out one of the new ads in action — featuring a sponsored Airbnb Story — below:

In addition to the ads, those with business profiles on Instagram will now be able to track various metrics on their Stories, including reach, impressions, replies, and exits. “By viewing these insights,” Instagram wrote on its blog, “you can learn how to create more relevant content that resonates with your audience.”

Additional direct response options for businesses — such as the existing ability to swipe up on a Story to learn more or take a specific action — will be available in coming months, Instagram said.

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