Meta Unskippable Ads

Introducing Meta’s New Unskippable Ads

In recent weeks, Meta has been testing a new ad format on Instagram: unskippable ads in the main feed. This marks a significant shift in how users experience ads on the platform. Let’s dive into what these unskippable ads entail and how they might impact your Instagram browsing.

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What are Ad Breaks?

Ad breaks on Instagram are a new ad format that would lock your scrolling ability in the main feed, requiring you to watch the ad before you can continue browsing. These are said to last between 3 to 5 seconds.

Unlike the skippable ads on Instagram Reels, these new ads demand full attention. This ad format has been successfully used on platforms like YouTube but is a new concept for scrolling-based social media.

Some users have already been experiencing these ad breaks during the test phase. They mentioned seeing an ad break icon with a countdown timer showing how long until they could start scrolling again.

Why is Meta testing this?

Meta is always exploring ways to increase value for advertisers, and this new ad format aligns with the broader industry trend of integrating unskippable ads. Many services, such as Amazon Prime Video, Hulu, and YouTube, offer unskippable ads with the option to pay for ad-free experiences. Meta’s move appears to be part of this growing trend.

📈 Instagram is relying more than ever on its algorithm-driven recommendations, aiming to provide more personalized and relevant content to its users while ensuring advertisers get maximum exposure.