After YouTube, Instagram is testing “ad breaks” that will make you stop and watch the ad without any skipping option. It will last a certain amount of time before you can continue scrolling. Some people on X and Reddit have already noticed this feature and reported it. If it becomes a permanent feature, it will be updated.
A user of Reddit noticed this feature through stories and posts while scrolling on his phone. An “ad break” symbol with a countdown timer showing how long they may scroll again was displayed in a screenshot.
Instagram displayed a message explaining, “Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you can keep browsing” when the user tapped the icon for more details.
Instagram already displays sponsored content and advertisements between the items you scroll through, such as Reels and your home feed. It is more annoying, though, to make consumers watch incessant advertisements in between posts. Tye stated that Instagram continually tests different formats to help advertising.
Aside from that, YouTube plays adverts both before and during videos. It even included 30-second unskippable advertisements in its TV app last year. Users can still swipe past the advertisements that TikTok and YouTube insert in between their brief videos.
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