Instagram has reportedly confirmed that it is testing unskippable ads on its platform after several users recently posted about seeing them. Previously, a Reddit post pointed out that these 5-second ads were labeled as “ad breaks” that users couldn’t scroll past. Now, a Meta spokesperson has reportedly said that the company is testing newer ways to generate value for advertisers. However, there’s no confirmation that the test will lead to a broader implementation on the platform. Notably, ads have existed on Meta’s platform for a long time, but users have always been able to scroll past them.
According to a report According to TechCrunch, Instagram has confirmed the testing of these ads. A spokesperson for the company told the publication: “We always test formats that can drive value for advertisers.” However, it also added that the tests were only conducted to assess performance and user sentiment and in the event that it is officially rolled out to a wider user base, the company will provide updates.
Holy moly! Meta is apparently now forcing us to watch ads in our Instagram feeds!
The app made it so that I couldn’t scroll past this ad, which I think is just an idiotic move. photo.twitter.com/740EXjGyl2
— Dan Levy ✡ דניאל לוי (@TheDanLevy) June 1, 2024
Following the Reddit post, several other users have also encountered these ads. X (formerly known as Twitter) user @TheDanLevy also posted about these ads, sharing more details about them. The poster called it a “crazy move” and pointed out that these ads are labeled as “ad breaks.” As can be seen in the screenshot, there is an info icon next to the label which opens a bottom page with the title “You’re seeing an ad break.”
Below that, a text described the feature, stating: “Ad breaks are a new way to watch ads on Instagram. Sometimes you have to watch an ad before you can continue browsing.” For now, it appears that these ad breaks are limited to a 5-second period, but a few users have also claimed to have encountered 10-second ads.
The reaction from internet users to these unskippable ads has been generally negative, with many claiming that it ruins their in-app experience. Some users have also resorted to closing the app when the ad is shown and immediately restarting the app to avoid seeing them. “I hope they know that people will leave,” said a frustrated Reddit user.
