On April 23, Meta released official information about the launch of ads for advertisers on its Threads platform. The rollout of ads on Threads will be gradual. With this approach, Meta is betting on the controlled distribution of ads, adjusting their effectiveness based on user behavior and advertisers’ results in different regions.
We wrote about the launch plans earlier: https://cpa.rip/news/advertising-in-threads/
“These ads will be available in selected markets at launch and will roll out to more territories as we continue to test and learn”, the company said in a statement.
Adam Mosseri, the head of Instagram, also announced the global expansion of ads on Threads and emphasized the company’s commitment to offering a personalized experience to users and new opportunities for advertisers.
“People come to Meta’s apps for a personalized experience that helps them discover businesses and content, and ads are a crucial part of making it possible,” Mosseri said.
Ad Placement
Ads will be automatically included in new campaigns using Advantage+ or Manual Placements. Advertisers will also be able to opt out of ad placements in the Threads feed using Manual Placements.
Special filter
Advertisers will now be able to use a filter that will allow them to control the level of sensitivity of the content next to which their ads will be placed. So, there are three filter options:
- “Advanced” – offers maximum reach, as ads will be shown next to content that complies with Meta’s monetization policy
- “Moderate” – limits content coverage by excluding highly sensitive content
- “Limited” – offers the least reach due to the exclusion of additional sensitive content and live video
Reaction of major advertisers to the innovation
Leading marketing companies have enthusiastically embraced the expansion of advertising on Threads, seeing it as an opportunity to engage more effectively with their audiences.
GroupM, one of the world’s leading media agencies, participated in the first test runs of the ads.
The company’s COO, Jim Kensicki, said: “GroupM is committed to supporting innovation in the digital advertising ecosystem by participating in the early testing of Threads. Early insights on audience interaction with new platforms like Threads allow us to anticipate and adapt to the evolving media landscape and ultimately better manage our clients’ media investments.”
It’s worth noting that the Threads app, launched by Meta in July 2023, is now experiencing significant growth. The Threads community has over 300 million active users, and one three out of four users are subscribed to updates of at least one company.
- Official news from Meta https://www.facebook.com/business/news/introducing-ads-in-threads
