Key Highlights
- Instagram is testing unskippable ads called “ad breaks” to benefit advertisers
- Users are unhappy, finding the ads disruptive to their experience
- The wider rollout of these ads depends on test results and user feedback
Instagram is reportedly testing unskippable ads on its platform, sparking mixed reactions among users. Recently, a number of users took to social media to express their surprise and frustration after encountering these new ads. Unlike the usual ads that users can scroll past, these ads, called “ad breaks,” last for 5 to 10 seconds and cannot be skipped. Also Read | Earth-Friendly Handles: 100+ Instagram Username Ideas For Environmental Sustainability
Confirmation From Instagram
A Reddit post initially brought attention to these unskippable ads, showing them labelled as “ad breaks.” Following this, more users reported similar experiences. According to TechCrunch, Instagram has confirmed the testing of these ads. A Meta spokesperson stated, “We’re always testing formats that can drive value for advertisers.” However, the spokesperson also emphasized that this testing phase is meant to assess performance and user sentiment. If the company decides to implement these ads more widely, they will provide updates.
User Reactions
Reactions from users have been largely negative. Many users find the unskippable ads disruptive to their browsing experience. A user on X (formerly known as Twitter), @TheDanLevy, shared details and called the move “bonkers.” The screenshot he posted showed an info icon next to the “ad breaks” label, which opens a bottom sheet explaining, “Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you keep browsing.”
Some users have even resorted to closing and restarting the app to avoid these ads. One frustrated Reddit user remarked, “I hope they know people will leave.” This sentiment was echoed by many others who feel that the introduction of unskippable ads could drive users away from the platform.
What This Means For Advertisers
For advertisers, this new format could potentially offer greater value. Unskippable ads ensure that users watch the entire ad, which could lead to higher engagement and better returns on ad spend. The Meta spokesperson highlighted that the goal of this test is to find formats that can benefit advertisers.
The Future Of Ad Breaks
As of now, it remains uncertain whether Instagram will roll out these unskippable ads more broadly. The company is closely monitoring user feedback and the overall performance of the ads during this testing phase. If they decide to implement these ads across the platform, they will provide further updates.
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Conclusion
Instagram’s testing of unskippable “ad breaks” has generated significant user backlash. While these ads may drive better value for advertisers, many users are unhappy with the disruption to their browsing experience. The outcome of this test will depend on how users and advertisers respond in the coming weeks. For now, Instagram continues to evaluate the potential of these ads to ensure they meet the needs of both users and advertisers.
