Instagram's Unskippable Ads Test Geared Towards Boosting Ad Engagement

As per media reports, Instagram is testing ‘ad breaks’ that require users to pause and view an ad for a set period before continuing to scroll. Several users on X (formerly Twitter) and Reddit have reported encountering this feature.

Instagram spokesperson Matthew Tye revealed that the company is experimenting with ad breaks. He mentioned that Instagram would “provide updates should this test result in any formal product changes.”

A user observed an occurrence while browsing through stories and posts on Reddit. After scrolling for a while, Instagram prompted them to pause and watch an ad before resuming scrolling. Instagram presented an ‘ad break’ icon accompanied by a countdown timer indicating when scrolling could resume.

Upon clicking the icon to seek more information about the feature, Instagram displayed a message, “Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you can keep browsing.”

While browsing through their home feed or watching Reels, Instagram already displays sponsored posts and advertisements. “We’re always testing formats that can drive value for advertisers,” Tye pointed out.

In addition to Instagram, YouTube also presents non-skippable ads before and during videos. In 2023, it extended unskippable 30-second commercials to its TV app.