Instagram is reportedly testing a new ad format for Reels ads, with some users now seeing a new variation of the Multi-Advertiser display.
As you can see in the above image as a digital ads expert Barry Hott shared, the new multi-ads format for Reels groups a selection of related brands onto a single screen. This screen is then displayed between Reels posts.
The concept of grouping related ads together is not new. Instagram first launched Multi-Advertiser Ads for its main feed in October 2022. These ads appear in a side-scrolling format and are shown to users based on their engagement with similar content.
Multi-advertiser ads are already available in the Facebook feed and Facebook Stories. Therefore, it is not surprising that Meta is also looking to extend this format to Reels. However, advertisers who opt in to this placement should be aware of the potential risks and benefits.
Instagram is testing a new way to display multi-advertiser ads on Reels. This new format groups a selection of related brands onto a single screen, which is then displayed between Reels posts.
Advertisers can choose whether or not to opt into this new format. If they do opt in, their ad will appear alongside other ads from related brands. This could be beneficial for advertisers, as it could lead to lower costs and higher volume placements. However, it could also lead to less exposure and reduced performance, as advertisers will be competing with more brands for attention.
Ultimately, the effectiveness of this new format will vary depending on the individual brand. Some brands may find that it is a good way to reach a wider audience, while others may find that it is not worth the trade-off in terms of exposure and performance.
We have reached out to Meta for more information about the current test of this display format and whether it has any plans to roll it out more widely. We will update this post if we hear back.