cover image by IRIE＊DESIGN
Meta, the parent company of Instagram, is testing a new ad display format called 'Ad Break' on the feed. While Instagram already displays various ads, this 'Ad Break' is gaining attention as an ad type that cannot be skipped by users.
What is 'Ad Break'?
'Ad Break' is an ad that randomly appears while scrolling through Instagram's feed. Once displayed, users cannot scroll further until the ad is finished, similar to ads inserted in videos or games, with a countdown timer showing the remaining time until the ad can be skipped.
User Reactions
Some users have provided feedback during the test phase of this new ad format. A screenshot posted by a user on X shows the message, 'Displaying an ad break. You may need to watch the ad when the ad break banner appears.'
© Reddit | 'Ad break' that prevents scrolling until the ad is finished
Background of Ad Introduction
To continue operating as a free service, revenue from advertisers is essential. However, the increase in ads is often unwelcome by users, and the operators must constantly balance between users and advertisers. Especially for services where user growth has plateaued, maximizing revenue from existing users is necessary.
Trends in Other Services
Not only Instagram but other streaming services are also introducing ads. For example, Netflix offers a subscription plan with ads, and Amazon Prime Video has started displaying ads. YouTube is strengthening measures to prevent ad blocking, and TikTok is testing a similar type of ad display as Instagram.
Instagram's 'Ad Break' is currently in the testing phase, and it is not yet decided if it will be officially introduced. As attention focuses on future developments, how the operators balance users and advertisers will be a significant challenge.
