Meta rolls out ads globally on Threads feed

/dans
Meta Threads

Meta’s text-based social platform is now monetizing its 300 million monthly active users

Meta’s standalone app Threads is beginning a global rollout of advertisements within its feed starting Wednesday, expanding beyond the limited testing that began in January.

What’s happening:

  • Image-based ads will appear between content in users’ Threads feeds.
  • All eligible advertisers will gain access to Meta’s inventory filler.
  • Ad placement on Threads will be a default for new campaigns using Advantage+ or manual placements.
  • Advertisers can opt out through manual placement settings.

Why we care. The move signals Meta’s confidence in Threads’ growth and viability as an advertising platform almost two years after its July 2023 launch as a competitor to X (formerly Twitter). Threads also inherits Meta’s sophisticated targeting capabilities while providing a fresh opportunity to reach text-focused audiences who may have migrated from Twitter/X.

The platform’s growth trajectory and integration with existing Meta ad systems make it a potentially valuable addition to social media marketing strategies, with minimal additional effort required for brands already advertising on Facebook or Instagram.

Between the lines. Meta will implement its brand safety standards and controls on Threads, addressing a key concern for advertisers wary of some competitors in the text-based social media space.

  • “People come to Meta’s apps for a personalized experience that helps them discover business and content they love, and ads are an essential part of enabling this,” Meta said in a statement.

The rollout plan. The company is taking a phased approach, testing ads in more than 30 countries, including the U.S., according to Meta spokesperson Matthew Tye.

Users can identify ads by looking for posts with a gray Sponsored label next to account usernames.

The early adopters. Fast-food chain Wendy’s and media-buying group GroupM participated in the initial testing phase in January.

  • “We’ve been active on Threads since day one, and believe it provides a space to build community and bring our brand persona to life,” said Russ Mischner, VP of integrated marketing at Wendy’s.

Jim Kensicki, COO at GroupM Nexus North America, noted that early testing on Threads helped inform their clients’ media investment strategies.

These are two mega brands in their respective fields, so advertisers of all sizes should still approach cautiously.

Bottom line. Threads represents a significant new revenue stream for Meta, which has been clear about its monetization intentions despite initial user concerns.

As Instagram and Threads head Adam Mosseri stated earlier this year:

  • “At the end of the day we’re a business and Threads needs to make enough money to pay for the people and servers that it takes to run the service and provide it to people for free.”