Meta has rolled out ads on Threads to all eligible advertisers, following a three-month testing period. Advertisers can choose between Meta's automated Advantage+ platform for ad placements or opt for manual settings to select specific placements. Currently, Threads ad placements are limited to select markets as testing continues. Notably, the brand safety standards are in place from launch. Experts highlight that existing Meta assets can be leveraged for Threads, suggesting a potential boost in efficiency for advertisers with multiple placements. However, advertisers may face challenges after the launch as they analyze performance data.
"We can use our existing Meta assets since Threads supports a range of aspect ratios from 1.91:1 to 4:5," said Taylor Maggill-Sterritt, paid social team lead at digital marketing agency Seer Interactive. "All we need to do is opt into the placement at the ad set level when building the campaign."
"It's another placement in Meta's ecosystem and typically the more placements an advertiser opts into, the more efficient the reach, and overall media performance," stated Tinuiti's senior social innovation director, Jack Johnston.
"The heavier lift for advertisers will likely come post-launch as performance data rolls in," pointed out Courtney Werpy, associate director of performance media at Collective Measures.
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