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INSTAGRAM TESTING AD BREAKS THAT FORCE VIEWERS TO STOP AND LOOK AT ADS
Instagram is currently experimenting with a new feature called "ad breaks," which require users to pause and view an advertisement for a set amount of time before they can continue scrolling. This initiative has been observed by several X and Reddit users, with Instagram spokesman Matthew Tye confirming the testing of ad breaks to The Verge. Tye has mentioned that Instagram will provide updates if this trial leads to any official product modifications.
REDDITOR SPOTS NEW AD FEATURE ON INSTAGRAM
One Reddit user recently encountered the ad breaks feature while browsing through stories and posts on Instagram. Upon reaching a certain point while scrolling, Instagram prevented the user from proceeding further until they interacted with an ad. A screenshot revealed an "ad break" icon with a countdown timer indicating how long until the user could resume scrolling.
USER INTERACTIONS WITH THE AD BREAKS FEATURE
When the user tapped on the icon to learn more about the feature, Instagram displayed a message explaining that ad breaks are a novel way of showcasing advertisements on the platform. At times, users may be required to view an ad before continuing their browsing session.
THE IMPACT OF UNAVOIDABLE ADS ON INSTAGRAM
Instagram already showcases sponsored posts and advertisements in between the regular content on users’ feeds, including Reels. However, the introduction of unskippable content between posts represents a more intrusive approach that may disrupt the user experience. According to Tye, Instagram is constantly exploring different ad formats that can benefit advertisers.
UNAVOIDABLE ADS ON OTHER PLATFORMS
In addition to Instagram, YouTube also presents unskippable ads before and during video playback. The platform even introduced unskippable 30-second commercials on its TV app last year. Both YouTube and TikTok incorporate ads within their short-form videos, although the option to skip them is available to users.
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