Instagram has reportedly confirmed testing unskippable ads on its platform after several users posted about seeing them recently. Earlier, a Reddit post highlighted these 5-second-long ads labelled as “ad breaks”, that users could not scroll past. Now, as per a report, a Meta spokesperson has said that the company is testing newer ways to drive value for advertisers. However, there is no confirmation that the test will lead to its wider implementation across the platform.
After the Reddit post, several other users have also come across these ads. X (formerly known as Twitter) user @TheDanLevy also posted about these ads and shared more details about them. Calling it a “bonkers move”, the poster showed that these ads are labelled as ‘ad breaks’. As shown in the screenshot, there is an info icon next to the label which opens a bottom sheet with the title “You’re seeing an ad break”. Underneath that, a text described this feature and stated, “Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you keep browsing.”
For now, it appears these ad breaks are limited to a 5-second period, however, a couple of users have also claimed to have come across 10-second-long ads. The reaction of netizens toward these unskippable ads was generally negative, with many claiming it to ruin their in-app experience. Some users have also resorted to closing the app when the ad shows and restarting the app immediately as a way to avoid seeing them. “I hope they know people will leave,” said a frustrated Reddit user.
The move to introduce unskippable ads on Instagram could have significant implications for user experience on the platform. While it may provide more value for advertisers, it could also lead to a backlash from users who value the ad-free browsing experience that Instagram has provided so far. If these unskippable ads are rolled out widely, it may drive users away to other platforms that offer a more seamless experience.
The testing of unskippable ads on Instagram has sparked a wave of negative reactions from users. Whether this move will be beneficial for advertisers or detrimental to user retention remains to be seen. The balance between monetization and user experience is delicate, and Instagram will need to tread carefully to maintain its user base while exploring new revenue streams.
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