Threads Testing Ads in US and Japan

Threads Begins Testing Advertisements with Select Brands

Meta’s competitor to X, known as Threads, announced on Friday the commencement of advertising trials with a limited number of brands operating within the United States and Japan.

Adam Mosseri, who leads Instagram, stated that the company intends to carefully consider user responses prior to broadening the scope of this testing initiative to additional regions.

Focus on Relevant Ad Experiences

Mosseri emphasized the importance of ensuring advertisements integrate seamlessly into the Threads experience. “We are ensuring that ads feel akin to the relevant and engaging Threads posts users are accustomed to,” he explained.

The company will be closely observing the results of this initial test phase. Their objective is to refine the advertising format so that it is as captivating as the organic content found on the platform.

Ad Format and User Controls

According to a blog post released by Meta, advertisements will be clearly identified with a “Sponsored” label when displayed within users’ feeds. The initial ad format being tested will consist of image-based advertisements.

Users will be provided with controls to manage the topics of advertisements they encounter. Furthermore, a reporting mechanism will be available for users to flag any concerns regarding specific ads.

The Role of Advertising in Personalization

Meta highlighted the crucial role of advertising in delivering a personalized experience to its users. “Ads are essential for enabling the discovery of businesses and content that users will appreciate,” the company stated.

They further explained that advertising can facilitate the connection between users and brands they might not have otherwise discovered.

Growth and Evolution of Threads

Threads was launched by Meta in 2023, with an initial emphasis on expanding its user base. The platform has since surpassed 275 million monthly active users.

In December, Meta reported a total of 100 million active users on the Threads platform.

From User Retention to Monetization

Following the initial launch of Threads, Mark Zuckerberg communicated to investors that the primary focus would be on retaining users.

Positive indicators of user engagement have prompted Meta to explore opportunities for monetization, initiating this new advertising experiment.

Previous Announcements and Development

Mosseri previously indicated in an April post on Threads that the introduction of advertisements to the platform was a definite future plan.

In August of the previous year, Alessandro Paluzzi, an app researcher, uncovered code suggesting advertising development was underway for Threads. However, Meta clarified at the time that there were no immediate plans for an ad rollout.

This is a developing story…