Posted on February 3, 2025 by Media Culture
This article was originally syndicated on AdWeek.
Christena Garduno, CEO of Media Culture, emphasizes that the future success of Threads' ad product hinges on its ability to deliver clear and measurable results. “For advertisers to fully commit, Threads must prove that its user base is not only large but highly engaged,” she explains. “Meta will need to demonstrate strong targeting capabilities and solid ROI if it’s to compete with established platforms like Twitter and Instagram.” While initial CPMs may be attractive as Meta works to entice advertisers, Christena anticipates that prices will likely rise as demand grows and the platform matures. She advises that media buyers should remain cautious in the early stages, carefully monitoring performance metrics to ensure cost-effectiveness as the platform evolves.
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