Instagram tests forcing users to watch adverts
How does the "ad break" feature on Instagram function in terms of user interaction?
The "ad break" feature on Instagram is a new way of displaying ads to users. When users encounter an ad break while scrolling through their feed, they are forced to watch a short advertisement before they can continue browsing. This advertisement appears as a video post with a countdown timer displayed on the screen. Users cannot scroll past the post until the video has played in full.
When users click on the info button, they receive the following message: "You're seeing an ad break. Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you can keep browsing." This feature is currently being tested with a select group of users, and it has received largely negative feedback from those who have experienced it.
What rationale did Instagram provide for testing the non-skippable advertisement format?
Instagram, owned by Meta, provided a statement saying, "We're always testing formats that can drive value for advertisers." They confirmed that they are always experimenting with new products and ad solutions in line with evolving consumer trends and business needs. The company did not provide further specifics about the non-skippable advertisement format test but indicated they would provide updates should the test result in any permanent format changes.
What is the new feature Instagram is testing that prevents users from skipping advertisements?
Instagram is testing a new feature called "ad break" that prevents users from skipping advertisements. This feature forces users to view an ad for a specific period of time before they can continue scrolling through their feed3. The ad break includes a countdown timer that shows how long until users can start scrolling again. This new feature is currently being tested and it is not yet confirmed if it will be rolled out to all users.