Instagram is testing a new ad format called 'ad breaks' that displays unskippable ads while users scroll through their feed, causing surprise and negative reactions among social media users.
The ad breaks feature a countdown timer, pausing users' feed scrolling until the ad finishes playing, and users cannot see the next post until they finish watching the ad.
Meta, Instagram's parent company, confirmed the ad tests and stated that the goal is to create value for advertisers, but did not provide specific details on the test's scope or potential changes based on user feedback.
The new feature is currently only accessible to a limited number of users in specific regions, and Instagram has not confirmed a wider release timeline, but users have expressed dissatisfaction and criticized the changes.
The reaction to Instagram's unskippable ads has been mostly negative, with users expressing disapproval, and the test's specific locations or global reach have not been disclosed.
Instagram has confirmed the trial and stated that updates will follow if this test leads to formal product changes, as the company has faced backlash before for excessive ads and has had to address the issue and modify the user experience.
The introduction of ad breaks could potentially increase Meta's advertising revenue on Instagram, but the format focused on quick content consumption may make these ads more intrusive to users, leading to frustration and negativity expressed on social media, and potentially driving users to seek ad-free alternatives.
Meta is testing formats to drive value for advertisers, and Instagram provides a message explaining ad breaks as a new way to view ads on the platform.
Sources: Gizmodo, The Verge, Mashable, 9to5mac.com, Read/Write, gizmochina.com, gigazine.net, itechpost.com, techgindia.com, rappler.com
This article was written in collaboration with Generative AI news company Alchemiq.
