Instagram’s stand-alone Threads application, which currently boasts 300 million monthly active users, will begin a global rollout of ads on its platform starting Wednesday.
Threads ads will appear as image-based ads between pieces of content within its feed.
As part of the global ad rollout, all eligible advertisers will also gain access to Meta’s inventory filler.
Ad placement on Threads will be a default feature for new campaigns using either Advantage+ or manual placements. Advertisers that don’t want to place ads on Threads can opt out using manual placements.
In a statement, Meta said, “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 will also integrate its brand safety and suitability standards and controls on Threads, ensuring proper and safe ad placement for advertisers, while consumers will be empowered with ad control functions to help tailor their ad experience.
Since January, Meta has been running a limited, early test of ads on Threads with a few advertisers. Those businesses easily added and/or extended their existing Meta ad campaigns to Threads by simply checking a box in Ads Manager.
Fast-food chain Wendy’s and GroupM were some of the early advertiser participants on Threads.
Russ Mischner, vice president of integrated marketing at Wendy’s, said in a statement, “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. “
Jim Kensicki, chief operating officer at GroupM, added, “Early insights into audience engagement on emerging platforms like Threads enables us to predict and adapt to the continually evolving media landscape and ultimately steward our clients’ media investments more efficiently and effectively. We’re thrilled to partner with Meta for the launch of ads in Threads and excited about the opportunity to scale our messages in a new way.”
