Observed Signal · Jul 11, 2023 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Positive
Meta Eyes Ads on Threads; Agencies Involved
Meta is exploring advertising options on Threads, its new text-based app, and has begun conversations with advertising agencies and brands to discuss advertiser strategies. A Meta presentation reviewed by Ad Age outlined how Threads will give brands and users control, while aligning with Instagram-like brand safety and community standards. The company also signaled that Threads will integrate with Mastodon and that Direct Messages and search features will be added, with a broader Android beta introducing more capabilities. The move positions Threads as a potential Twitter competitor with growth potential for advertisers seeking to reach its expanding audience. Gary Vaynerchuk, CEO of VaynerMedia, said Threads could offer a fresh opportunity to reach audiences within the Instagram ecosystem.
Major platform advertising strategy discussed by Meta; potential industry impact
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Key Takeaways & Evidence Grounding
- Threads surpassed 100M downloads within five days of launch.
- Meta began conversations with advertising agencies and brands about advertising on Threads; a Meta presentation was shared with advertisers.
- Meta's presentation emphasizes brand safety and community standards similar to Instagram.
- Threads will interoperate with Mastodon and will add Direct Messages and search features; Android beta expanded with more features.
- Gary Vaynerchuk, CEO of VaynerMedia, described Threads as a potential new opportunity to reach audiences.
Connected Companies & Entities
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Related Market Signals & Shifts
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Threads tests Gems to honor valuable posts daily
Threads is testing a new feature called Gems, which awards up to 25 outstanding conversations daily with a visible diamond badge. The selection is algorithm-based, focusing on originality, timeliness, and authentic discussion, regardless of follower count. Posts or direct replies qualify, but reposts and content cross-posted from Instagram are excluded. The feature is currently limited to public US-based accounts of users aged 18 and older, though the badges are visible globally, including in Germany. Recipients get a notification and can share the badge. Users can hide the label if desired. Initial hints appeared in August via app researcher Alessandro Paluzzi. Threads aims to encourage original and engaging content, with no negative impact on reach for non-recipients.
Meta Bans TikTok Ads on Its Platforms in Multiple Regions
Meta has banned advertising for TikTok on its platforms (Instagram, Facebook, WhatsApp) in several countries, including the USA, Japan, Vietnam, Canada, Egypt, Indonesia, and Thailand. This action, confirmed by Meta spokesperson Chris Sgro, prevents both ByteDance and third-party advertisers from promoting TikTok within Meta's ecosystem. The ban is seen as a competitive move amidst escalating rivalry between Meta, ByteDance, and YouTube. It may also be linked to Meta's recent $16.7 billion settlement with US states over youth safety, which includes conditions that require competitors like TikTok and YouTube to implement similar protective measures, suggesting a strategic pressure tactic to ensure they share the cost and responsibility of child safety initiatives.
Xbox Launches TV & Film Division; Meta Tests Link Restrictions
This AdExchanger news roundup covers three major stories. Xbox has unveiled a new TV and film division named XP, led by Kayleen Walters, to explore monetization opportunities including formalizing sponsorships and brand partnerships. Separately, Meta is testing Meta One, a subscription bundle, and has begun charging non-subscribed business pages for including more than two external links in posts, with news pages currently exempt. Additionally, the article discusses the trend of mid-sized independent agencies merging into hybrid holding companies, citing Wpromote's acquisition of Giant Spoon, Chemistry's acquisition of Colossus, and Acadia's purchase of Crush, as competitive pressures from larger groups like Omnicom-IPG and Publicis intensify.
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