Social media users were met with surprise recently after Instagram confirmed it’s testing unskippable ads within the app. Screenshots showcasing this new feature, dubbed “ad breaks,” have been circulating online. These ad breaks display a countdown timer, essentially pausing users’ ability to scroll through their feed until the ad finishes playing.
This format will drive value for advertisers, Meta spokesperson stated
This move by Instagram mirrors the ad strategy employed by the free tier of YouTube, which forces viewers to watch ads before and sometimes during videos. The shift makes sense for Instagram, considering its own evolution into a platform heavily focused on video content through features like Stories and Reels, going beyond its initial roots as a photo-sharing app.
While Instagram remains tight-lipped on specifics, a Meta spokesperson confirmed the tests to TechCrunch, stating the company explores “formats that can drive value for advertisers.” They emphasized that these are tests and any potential changes based on the results will be communicated.
The news originated with Instagram user Dan Levy, who shared a screenshot of the test encountering an unskippable ad. Levy expressed his disapproval, calling it a “bonkers move.” Further details emerged through a Reddit post clarifying that clicking the ad break’s information icon reveals a message explaining it’s “a new way of seeing ads on Instagram” and users might need to watch it before continuing to browse.
Predictably, the reactions haven’t been overwhelmingly positive. Levy’s post gained traction as it was re-shared by other social media accounts. While Instagram hasn’t disclosed specific locations where the test is running or its global reach, screenshots suggest the ad breaks appear within the in-app feed during video post viewing. Additionally, it’s unclear whether content creators will have any influence over these ad placements. The company is potentially in pursuit of boosting ad revenue. As of now, it remains a test, but it’s a development worth keeping an eye on for frequent Instagram users.
(Via)
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