Instagram is reportedly testing a new ad format that could change the way we experience our main feeds. This new feature introduces unskippable video ads, designed to stop users from scrolling until they’ve viewed the ad completely.
The unskippable video ads will appear in the main Instagram feed with a timer at the bottom. Users cannot scroll past the ad until the timer runs out, ensuring that the ad is viewed in its entirety before continuing.
Here is an example, shared by photographer Dan Levy:
Instagram clarifies that these ads must be viewed to resume scrolling, making them essentially unskippable. This new format is aimed at ensuring higher engagement with advertisements.
The introduction of unskippable ads aligns with the platform’s shift towards AI-recommended content.
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