Meta's Threads platform is entering the advertising space with tests involving select brands in the U.S. and Japan. Instagram head Adam Mosseri noted that ads would blend into the home feed for a limited audience. Advertisers are keen to explore this monetization avenue, especially post-increased user engagement during Threads' early days. They aim to shape the platform's unique ad landscape while navigating fresh risks associated with Meta's relaxed content policies. Safety measures are recommended for advertisers, and initial ad performance will play a crucial role in guiding future investments on Threads.
A year and a half after its debut, Meta's text-based social platform Threads is testing its first-ever ads with a handful of brands in the U.S. and Japan.
Beyond increased reach, advertisers have been eager for Threads to be monetized since its explosive early adoption, establishing benchmarks and shaping the advertising landscape.
Goodway Group advises clients to adopt new safety measures when advertising on Meta due to recent changes like loosening content moderation policies.
Initial testing results will greatly influence advertisers' decisions, contingent on Threads' capacity to demonstrate measurable ROI and user engagement.
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