Instagram is experimenting with requiring users to watch adverts

YEPS
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Instagram

Instagram is currently experimenting with a new advertising approach that prevents users from skipping past ads. Unlike the current functionality, which allows users to swipe or scroll past advertisements in the main feed, Stories, and Reels, this trial feature, named “ad break,” presents users with a timer countdown before they can resume normal browsing.

According to information provided by the Meta-owned platform, users may encounter situations where they need to watch an ad before continuing to browse. While Instagram has confirmed the ongoing trial, it emphasizes its commitment to testing various formats that benefit advertisers, indicating a willingness to explore changes based on trial outcomes.

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Meta, Instagram’s parent company, underscores its dedication to innovation, aligning with evolving consumer trends and business needs. However, initial reactions from users suggest dissatisfaction with the new approach, with some labeling it as an aggressive attempt to increase ad revenue for Meta. Concerns about potential boycotts and user discontent are evident on social media platforms like X (formerly Twitter), where users express reluctance to engage with a platform that imposes intrusive advertising practices.

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This move by Instagram mirrors similar strategies employed by other tech giants like YouTube, which frequently presents non-skippable ads to users. Advertisers on YouTube utilize various formats, including non-skippable promotional videos and shorter bumper ads, to reach their audience. Despite these efforts, some users resort to ad blocking tools and browser extensions to circumvent interruptions caused by advertisements.

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While companies may aim to maximize ad exposure for financial gain, studies, such as one conducted by TikTok, suggest that forcing viewers to watch ads could lead to reduced engagement. TikTok’s research indicates that providing viewers with the option to skip ads results in higher engagement levels, with over 70% of participants expressing a preference for this approach. Thus, the effectiveness of strategies that compel users to watch ads remains uncertain, prompting companies to reconsider their advertising tactics.

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