Snapchat Advertising... Is it effective?

I have been an avid user of Snapchat since the app launched in 2011. I have seen the app evolve into what it is today. I must say that I do not think Snapchat advertisements have the intended effect. I personally never use the "Discover" app, which allows users to receive content from outlets such as CNN and National Geographic in real time. I primarily use the app to send personal snaps and post to My Story. 

One feature that I believe is effective are Sponsored My Stories. Various events such as COACHELLA and Marti Gras in New Orleans post live feeds of snapchats using geo-filtering. This feature allows for people who are in a certain location or attending a certain event to post to a collaborative My Story. I must say, this feature really feeds FOMO (or fear of missing out), especially for large concert events that I couldn't attend. 

The "Discover" feature should be more embedded in the app, so that users do not have to go to a separate tab to see the content being posted by news outlets. To me, it feels like I am consciously clicking on something that will be nothing but a feed of advertisements and content that I do not necessarily use the app for.