Instagram, the popular social media platform owned by Meta, has confirmed the initiation of tests for unskippable ads, a move that could potentially reshape user experience and revenue streams. Reports of this trial surfaced as screenshots circulated on social media platforms, showcasing a new ad format with a countdown timer, preventing users from navigating through content until they view the ad.
The proposed alteration would bring Instagram closer to platforms like YouTube’s free version, where users are obligated to watch ads before and during video consumption. This evolution aligns with Instagram’s transition from a photo-sharing platform to one dominated by video content, driven by features such as Stories and Reels.
A spokesperson from Meta’s company stated, “We’re always testing formats that can drive value for advertisers. As we test and learn, we will provide updates should this test result in any formal product changes.”
Dan Levy, an Instagram user, was among the first to highlight the test, expressing surprise at the app’s restriction on scrolling past the ads. A subsequent Reddit post shed light on the feature’s functionality, revealing a message prompting users to view ads before continuing browsing.
Reaction to the trial has been predominantly negative, with users expressing discontent over the potential intrusion into their browsing experience. Threats to abandon the platform entirely have been voiced, raising concerns about the prioritization of ad engagement over user satisfaction.
While Instagram has not disclosed the global scope of the trial or the specific sections within the app where the ads appear, screenshots suggest their integration into the feed while viewing video posts. The extent to which creators will have control over ad placement remains uncertain.
Although currently in the testing phase, the trial underscores Meta’s willingness to explore significant alterations to Instagram’s user interface to bolster advertising revenues.
Source: TechCrunch