Instagram is experimenting with a new ad format that prevents users from scrolling until they see a video ad in their main feed.
why does it matter The move could significantly increase ad exposure for brands, but risks alienating users who find forced viewing intrusive.
How it works.
New in-feed ads are shown with a timer. Users cannot scroll until the timer expires. Essentially “non-skippable” like some YouTube ads.
Why we care On the one hand, this feature is a great opportunity for advertisers to get their ads in front of an audience that is used to seeing them. But could you risk losing customers who will find their commuting experience significantly disrupted?
The general picture. With half of users’ feeds now AI-recommended content from unfollowed profiles, Instagram sees an opportunity to mix in more ads without seeming too intrusive.
Ad blockers. YouTube’s unskippable ads are often cited as the main reason people use ad blockers, suggesting that forced viewing is deeply unpopular.
between the lines Instagram’s shift to algorithm-driven and reel-based feeds may be paving the way for more aggressive advertising strategies.
What they are saying A Meta spokesperson said TechCrunch:
“We are always testing formats that can generate value for advertisers. As we test and learn, we’ll provide updates should this testing result in formal changes to the product.”
the other side Users are not excited. photographer Dan Levy shared an example, prompting backlash in the comments.
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About the author
Anu Adegbola has been a paid media editor for Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
deliver digital marketing campaigns (primarily but not exclusively Paid Search) by creating strategies, maximizing ROI, automating repetitive processes and making all marketing departments efficient through inspirational leadership both on the agency, client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event: PPC Live, host of weekly podcast PPCChat Roundup, ibRand Evangelist at ClickTech.
He is also an international speaker with some of the stages he has presented being SMX (USA), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Live Chat, AdWorld Experience (Bologna) and more.
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