A well-established reality on the video platform. The testing of this feature was confirmed by Matthew Tye, a spokesperson for Instagram, in an interview with The Verge. According to Tye, Instagram is constantly testing new formats that can add value for advertisers, and this new strategy is a clear example of such efforts. Unlike traditional ads, which can be easily ignored, “ad breaks” ensure that users watch the advertisement fully before returning to their desired content.
The Logic Behind “Ad Breaks” The introduction of “ad breaks” aims to address one of the biggest wholesale email list challenges faced by advertisers: ensuring that their ads are actually being seen. Currently, although Instagram can deliver ads to a massive audience, there is no guarantee that users are truly paying attention to them, as most can simply ignore these ads. With “ad breaks,” the platform offers a guarantee to advertisers, increasing the likelihood of engagement.
This new functionality not only enhances the perceived value for advertisers but could also lead to a significant increase in Instagram’s advertising revenue. Since 2021, Instagram has managed to surpass YouTube’s revenue, establishing itself as one of the main revenue drivers within the Meta ecosystem. Engagement: A Challenge and an Opportunity Yes, engagement is a crucial metric for any social media platform. However, the introduction of non-skippable ads can pose challenges in this regard.