It seems that Instagram is checking out a brand new ad format for Reels ads, with a brand new version of Multi-Advertiser display now appearing for a few users.
As you may see on this example, shared through digital ads expert Barry Hott, the new multi-commercials format groups a choice of associated brands onto a single screen, that’s then displayed among Reels posts.
The idea itself is not anything new. Instagram first released Multi-Advertiser Ads for its primary feed returned in October, with a side-scrolling show of associated ads shown based on user engagement.
As you may see on this example, after viewing or engaging with one ad, multi-advertiser promotions are displayed under that first post, giving you multiple, associated ads based to your interests.
“Multi-advertiser ads assist humans find out and evaluate products from more than one businesses. This ad unit, available for select placements on Facebook and Instagram, offers advertisers the possibility to be observed via way of means of humans who’ve these days proven an hobby in related products or businesses.”
Multi-advertiser ads also can be displayed in the Facebook feed, and in Facebook Stories, so it’s little surprise to see Meta also trying to enlarge it to Reels as well, though it is worth noting for advertisers who opt-in to this placement.
So you don’t have to allow your ads to be displayed in this format, but Instagram is looking to extend multi-advertiser ads to Reels, and if you do provide it the go-ahead through ticking this box, that is what you’ll be paying for.
That will be beneficial, offering lower cost, higher volume placement, potentially, amongst people who’ve already engaged with related content. But it would additionally cause lesser exposure, and decreased performance, as you’ll be competing with extra brands in a single frame.
Each brand will see differing response, but again, if you are opting into multi-ads placement, it seems like this will be how they’ll look in the Reels feed.
We’ve asked Meta for extra info at the modern test of this display, and whether or not it has any extra info on a potential rollout. We’ll replace this post if/when we pay attention back.
