New test by Instagram: four combined ads on one screen

Ever felt like you were seeing too many ads while scrolling through your Instagram feed? Instagram is now testing a new layout that takes this to a new level. This trial version displays four sponsored posts simultaneously on one screen.

This innovation, referred to as Multi-Advertiser ads, groups related sponsored posts from different companies and targets users who have recently shown interest in similar products or services. This new ad display appears between Reels, but advertisers can choose to disable this feature through the settings.

But is more always better? While showing so many ads at once may keep the cost per mille (CPM) low, there is a real risk that users may become annoyed. This could make it harder for brands to capture consumers' attention, ultimately negatively impacting the click-through rate (CTR) and return on investment (ROI).

Experts are divided on this new approach. Barry Hott, a growth marketing consultant, noted that while brands may initially see success with this new ad format, the novelty will wear off over time, leading users to skip the content more readily. Katharine McKee, a digital commerce consultant, expressed her concerns about the potential disruption to the user experience.

What does Instagram itself say about this? In an announcement on their Help Center, they explained that Multi-Advertiser ads help people discover and compare products from multiple companies. Ads are displayed in a carousel format, where, for example, an ad for a wedding dress might appear next to an ad for a wedding cake. Instagram also emphasized that this feature is being gradually rolled out and may not yet be available to everyone.

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