Meta Tests 3-5 Second Ad Service
Study Shows Forced Ad Viewing May Be Less Effective
As news emerged that Instagram is considering mid-roll ads that users cannot skip at will, users have voiced their dissatisfaction.
According to industry sources on the 8th, Meta, which operates Instagram, is reportedly testing a new advertising service in the form of mid-roll ads on Instagram. This feature requires users to watch 3 to 5 seconds of ads while using the app before they can view other content. The 'skip' function is not provided. Currently, these ads are only shown to some users.
Meta acknowledged to foreign media such as the BBC that it is conducting an A/B test by dividing users into two groups to test the new ad format.
As news of Instagram's mid-roll ads spread, users strongly opposed it. On online communities, many expressed their intention to boycott, saying, "I would rather stop using Instagram."
There are also claims that a system forcing users to watch ads actually reduces advertising effectiveness. The global short-form video platform TikTok released its own research results in January, explaining that "unskippable video viewing does not lead to more engagement and can actually hinder engagement."
It added, "73% of viewers agree that having a skip video function makes the experience more immersive," and "56% of viewers are more likely to actively watch brand videos when there is an option to skip."
IT specialized media Android Authority also analyzed, "Unskippable ads tend to ruin the user experience," and said, "We need to see whether Meta will introduce mid-roll ads to all users or modify the feature based on feedback."
In Europe, a paid subscription service that allows Instagram use without ads has already been introduced. This is in accordance with a ruling by the European Court of Justice (ECJ) that requires alternative services for users who do not consent to data collection and usage.
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