Instagram is testing a new video ad format that stops users from scrolling in the main feed until they’ve viewed the ad. These unskippable video ads come with a timer at the bottom, and users cannot scroll past the ad until the timer runs out. This new format has sparked concerns among users, reminiscent of YouTube's unskippable ads, which have led many to download ad blockers due to their disruptive nature.
Key Points
- Ad Format: The new ad units are unskippable and appear in the main Instagram feed with a timer.
- User Reaction: The format is expected to be unpopular, similar to the backlash against YouTube's unskippable ads.
- Targeting Issues: Despite advancements in digital ad targeting, it's challenging to always show the right ad to the right user, leading to random, often irrelevant promotions.
- Brand Perspective: Brands may benefit from increased exposure and timed placement, but user experience is likely to suffer.
- Feed Composition: With Instagram feeds now half-filled with AI-recommended content from profiles users don’t follow, there’s more room for ads without users feeling overly disrupted.
- Risk Factor: The scroll-stopping feature is risky and could lead to user discontent, although it might be valuable for Meta's ad business if effective.
This has been spotted by Reddit users on the r/instagram subreddit. Additionally, thedanlevy on Threads has seen similar ads.
