Instagram tests Multi

Search Engine Land » PPC » Instagram tests Multi-Advertiser ads, cramming four ads into one screen

Instagram is piloting a new ad layout that crams four sponsored posts into one screen.

It’s the platform’s latest take on Multi-Advertiser ads, which groups together related sponsored posts from different businesses and serves them to people who have recently shown an interest in related products or services.

The new layout is being displayed between Reels. Advertisers can disable this feature by opting out in Settings.

Why we care. Bombarding Instagram users with so many ads at once may keep CPMs low. However, it could also potentially annoy users, making it harder for brands to capture consumers’ attention, which will negatively impact CTR and ROI.

Not all impressions are equal. While brands may initially see some success with this new ad format, the novelty will wear off and users will eventually opt to skip the content, said Barry Hott, Growth Marketing Consultant and Advisor:

The risk of annoying users. Katharine Mckee, digital commerce consultant, raised her concerns over the ad product interrupting the user experience:

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What Instagram is saying. Instagram announced its multi-advertiser format via an announcement in its Help Center:

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