Instagram is venturing into new territory by testing unskippable ads, a move reminiscent of YouTube’s ad strategy. Users began noticing this feature when screenshots showcasing these unskippable ad breaks started making rounds on social media. According to Instagram’s informational text, these ads come with a countdown timer, compelling users to watch them before continuing their scroll through the app.
The introduction of unskippable ads aligns Instagram with platforms like YouTube, which also imposes ad viewing before allowing users to access content. This transition seems logical given Instagram’s evolution from a photo-sharing app to one heavily featuring video content through Stories and Reels. With this shift, the platform’s advertising strategy is adapting to maximize value for advertisers.
“We’re always testing formats that can drive value for advertisers,” a Meta spokesperson stated to TechCrunch. “As we test and learn, we will provide updates should this test result in any formal product changes.” This indicates that while the unskippable ads are currently in the testing phase, they may become a permanent fixture depending on the results and feedback from this trial.
Dan Levy, an Instagram user, was among the first to observe this new feature, sharing his experience on X (formerly Twitter). He reported that the app prevented him from bypassing the ad, calling the change a “bonkers move.” This sparked widespread discussion on Reddit, where users shared similar experiences and voiced their displeasure. Many threatened to abandon Instagram if such ad breaks became frequent, highlighting a potential risk to user satisfaction.
Levy’s screenshots, and subsequent discussions, have been picked up by popular accounts on X like @howfxr and @Dexerto, amplifying the conversation around this controversial feature. According to these reports, the ads primarily appear in the app’s Feed, particularly during video viewing, although Instagram has not clarified if this is the only location or if the feature is being tested globally.
As of now, Instagram has not provided specific details about the scope of this test or its global reach, nor has it indicated if content creators will have control over these ads. The experiment signifies Meta’s intent to push the boundaries of Instagram’s user experience in favor of enhanced ad revenue. The outcome of this test could potentially reshape how ads are integrated into Instagram, setting a new precedent for social media advertising.
For more details, you can read the full article on https://techcrunch.com/2024/06/03/instagram-confirms-test-of-unskippable-ads/?utm_source=threads&utm_medium=social&guccounter
