Meta is testing a brand new advert within the Instagram feed you could’t scroll previous

Instagram advertisements could quickly be a lot more durable to disregard. As TechCrunch , Meta is testing a brand new sort of non-skippable advert within the Instagram feed, which the corporate is asking an “advert break.”

With the brand new advertisements, which have already been noticed by some customers, you possibly can’t scroll previous the feed advert till the”advert break” finishes. Based on screenshots shared on and , it seems that the “breaks” are a couple of seconds lengthy, although it’s not clear if the size might change ought to Meta resolve to make the brand new format official. “Advert breaks are a brand new means of seeing advertisements on Instagram,” an in-app message states. “Typically you might have to view an advert earlier than you possibly can maintain shopping.”

Whereas non-skippable video advertisements are frequent on different platforms, like YouTube, it’s a brand new and way more aggressive format for Instagram. It’s additionally notable that the corporate is experimenting with the advertisements in its most important feed moderately than in Reels or Tales, the place video advertisements are extra frequent (however for now nonetheless skippable).

Meta didn’t instantly reply to a request for remark, however the firm confirmed to TechCrunch that it was testing the brand new advert format. “As we check and study, we’ll present updates ought to this check lead to any formal product modifications,” a Meta spokesperson stated.