Snapchat has introduced ads directly into its Chat tab for the first time. The app will launch the ‘Sponsored Snap’ ad starting with Universal Pictures’ campaign for its new movie "Wicked."

The campaign targets every 18+ Snapchat users in the U.S. It displays a 10-second video message from actor Jonathan Bailey. In the ad, Bailey informs users about the movie and urges them to see it. “I can’t wait for you to see Wicked. It’s only in theaters this Friday. Get your tickets now!” he said. The ad includes a call-to-action link to purchase tickets.

Snap CEO, Evan Spiegel previously announced in September that the platform will expand its ad business as part of efforts to boost ad revenue following a 48% stock drop. “Our share price performance has lagged the overall market due to our ad business growing slower than competitors,” Spiegel said. 

In October, the platform said it was testing Sponsored Snaps that feature full-screen vertical video ads appearing next to user chats. Snapchat said users can choose to view the ads or ignore them. If left unopened, the Sponsored Snaps will disappear from inboxes automatically.