Instagram begins testing Non-Skip Format

Instagram is experimenting with a new advertising format called "Ad Breaks." These non-skip ads typically last between 3 to 5 seconds and temporarily halt user scrolling, requiring users to watch the full ad before continuing.

This initiative reflects Meta's broader strategy to adapt to evolving digital user behaviour, similar to YouTube’s non-skippable ads. The goal is to ensure complete user attention, though this approach risks disrupting Instagram's signature seamless scrolling experience.

Early reactions from users are mixed, with notable backlash emerging from younger audiences who might shift to more streamlined, ad-light alternatives such as TikTok and YouTube Shorts.

Currently, Instagram's "Ad Breaks" feature is undergoing limited testing:

• Quiet rollout to selected user groups and regions.

• Ads appear directly within the main feed.

• Formats include static images and short-form video content.

Meta has not yet announced an official timeline for broader deployment.

Initial feedback indicates significant frustration, particularly among Gen Z and Gen Alpha users who prefer fast and uninterrupted browsing experiences. The industry is closely monitoring metrics such as engagement time, bounce rates, and ad recall. A broader rollout will largely depend on the success of these tests.

For advertisers in Ireland, "Ad Breaks" present both notable opportunities and challenges:

• Guaranteed viewer exposure, ideal for brand awareness campaigns in competitive sectors like FMCG, travel, or local services.

• Risk of alienating users and negatively impacting brand perception if ads are overused or poorly targeted.

Irish marketers should optimize ad creatives for brevity and impact, carefully monitor campaign metrics, and maintain a balanced approach between visibility and audience acceptance to effectively leverage Instagram’s new ad format.

Sources: Intelligency Group | Exchange 4 Media