Meta’s Threads Opens Up to Global Advertisers
Three months of testing was all it took for Meta to launch ads on Threads, making them available to all eligible advertisers around the globe. This may seem like a short period, but anticipation has been building since Threads was first launched in July 2023.
What Does the New Ad Placement Entail?
As Threads is a text-based app, the new image ad placement finds its home in the Threads feed. Advertisers can access this feature through the Advantage+ platform which relies on Meta’s algorithm to determine ad placement, or they can manually select their preferred ad placements. To create a buzz around this new offering, the ad placement is turned on by default for new campaigns using the Advantage+ platform. However, those who aren’t interested can opt out if they’re using the manual placement setting.
Initial Market Reach and Brand Safety Measures
For now, the Threads ad placement is being rolled out in select markets, with expansion plans in the pipeline. To give advertisers peace of mind, Meta has ensured that its brand safety standards and controls are in place from day one.
Ad Creation Process
Existing Meta assets can be utilized for Threads ad creation as the platform supports various aspect ratios. The placement can be opted into at the ad set level during campaign creation, as noted by Taylor Maggill-Sterritt, the paid social team lead at digital marketing agency Seer Interactive.
Advertiser Reactions
The addition of Threads to Meta’s ecosystem could potentially increase reach and improve overall media performance. However, the real challenge for advertisers will likely surface post-launch as performance data starts rolling in.
Testing the Waters
Advertisers are prepared to test this new ad placement to gauge its effectiveness. The aim is to tap into incremental audiences, increase visibility, expand creative testing opportunities, and possibly lower CPMs. However, most advertisers are approaching this with measured steps, evaluating initial reach, traffic, and engagement before making larger strategic decisions.
Threads: In Line With Its Platform Peers?
The addition of ad placements to Threads is a step towards aligning it with its main competitor, platform X. It could provide a safer alternative for advertisers in the long run, provided it can foster more engaging and real-time conversations. However, compared to X, Threads still has a long way to go in terms of ad format variety. But given Meta’s track record, it’s likely only a matter of time before more options are introduced.
Final Thoughts
Threads ads must be more customized to feel organic to the conversation rather than salesy, according to Maggill-Sterritt. This could lead to an ad format similar to those on platforms like X or Reddit, depending on the client vertical. As for Meta, they declined to comment on the matter.