In a surprising move, Meta announced the global availability of ads on Threads, just three months after the initial testing phase began. This rapid rollout contrasts with typical testing periods that often span six months to a year. The anticipation surrounding this development has been palpable since Threads launched in July 2023.
The New Advertising Frontier
Threads, a text-based application, now supports image ad placements directly within its feed. Advertisers can leverage Meta’s Advantage+ platform, allowing the algorithm to determine optimal ad placements. Alternatively, marketers can choose manual placements to tailor their campaign visibility according to specific needs.
To incentivize advertisers, Meta has made Threads ad placement a default option for new campaigns on the Advantage+ platform. However, if advertisers prefer a more controlled approach, they can opt out using the manual placement settings.
Early Days and Select Markets
Initially, Threads ads are available in select markets. Meta plans to expand this reach as it continues to refine and test the placement options. From the outset, Meta has assured advertisers of its commitment to brand safety and suitability standards, applying these controls to Threads placements.
Perspectives from Industry Experts
Taylor Maggill-Sterritt, paid social team lead at Seer Interactive, highlighted the ease of utilizing existing Meta assets for Threads. “We can use our existing Meta assets since Threads supports a range of aspect ratios from 1.91:1 to 4:5,” she explained. “All we need to do is opt into the placement at the ad set level when building the campaign.”
Jack Johnston, senior social innovation director at Tinuiti, sees Threads as another valuable placement within Meta’s ecosystem. “The more placements an advertiser opts into, the more efficient the reach and overall media performance,” he said.
Advertisers’ Cautious Approach
Despite the excitement, advertisers are taking a measured approach to Threads ads. Courtney Werpy, associate director of performance media at Collective Measures, emphasized the need for adaptation. “We’ll need to test and adapt our creative and messaging to better resonate within Thread’s environment, which differs from Facebook and Instagram,” she noted.
Werpy’s team is eager to explore the potential of Threads ads. “With Meta expanding placements, it allows us to tap into incremental audiences, gain fresh visibility, expand creative testing opportunities, and potentially lower CPMs,” she said. However, she also stressed the importance of monitoring Threads’ performance to ensure it doesn’t detract from high-performing placements on Facebook and Instagram.
Chris Rigas, vp of media at Markacy, believes Threads ads will initially play a minor role in Meta ad budgets. “Conversions will likely be harder to generate on the platform initially,” Rigas explained. “We expect Meta’s algorithm and our optimization approach to keep the vast majority of spend on Facebook and Instagram until this tactic proves it can carry more budget.”
Threads vs. Competitors
The introduction of ads on Threads aligns it more closely with competitors like X, considered its main rival. As Meta continues to develop Threads, there is potential for it to become a safer alternative for advertisers in the long run. Maggill-Sterritt suggests that if Threads can foster a more engaged conversation layer, it could fill a significant void.
While X currently offers a wider variety of ad formats, Meta’s track record suggests that additional options could be introduced to Threads in the near future. Maggill-Sterritt emphasized the need for Threads ads to feel organic rather than overtly sales-focused, potentially resembling formats found on X or Reddit.
Note: This article is inspired by content from https://digiday.com/marketing/metas-threads-ads-arrive-fast-but-advertisers-move-at-their-own-pace/. It has been rephrased for originality. Images are credited to the original source.