- Instagram is testing unskippable video ads that stop users from scrolling in the main feed until they view the ad.
- The new ad format includes a timer at the bottom, preventing users from scrolling past the ad until the timer runs down.
- Users are not happy about the new format, which could potentially be a risky move for Instagram.
Instagram Testing Unskippable Video Ads in Main Feed
Instagram is currently testing a new video ad format that stops users from scrolling in the main feed until they have viewed the ad. The new in-feed ad units include a timer at the bottom, making it impossible to scroll past the ad until the timer runs down. This move has not been well-received by users, who may find the unskippable ads disruptive and annoying. The new format could potentially benefit brands in terms of exposure and timed placement, but user discontent remains a concern. The test is seen as a way for Instagram to capitalize on the increasing amount of AI-recommended content in users’ feeds, providing more opportunities for promotions. However, the scroll-stopping feature may prove to be a risky proposition for the platform. More information on the scope of the test and any further rollout plans is yet to be disclosed by Instagram.