During the Interactive Advertising Bureau NewFronts 2025 event on Thursday, Threads unveiled its latest advertising feature, introducing video ads to enhance business outreach and audience engagement. The Meta-owned platform indicated that these video ads will be integrated into the Threads feed, appearing between user-generated posts in various aspect ratios. This move marks an expansion of advertisement offerings following the initial announcement of ad placements on Threads in January.
Video Ads on Threads
As stated in a post on Meta’s newsroom, a select group of advertisers will soon have the opportunity to place video ads amid individual posts. Similar to the format used on Instagram, these ads will feature a “Sponsored” label located in the top right corner. Users can tap the ad to access a full-screen video player, with the option to like, comment, repost, and share the advertisement just like regular posts on the platform.
Additionally, a floating action button (FAB) will allow users to visit the brand’s website for further information. Meta has indicated that video content can be presented in 16:9 or 1:1 ratios.
The platform described video ads as a “new way to engage with their audience,” though it did not disclose details regarding pricing structures or the frequency of ad appearances on Threads.
This latest initiative aligns with the broader rollout of advertising on Threads, which began testing in Japan and the U.S. markets earlier this year. Last month, Meta made ad placements available to all advertisers worldwide, allowing for the launch of various ad campaigns. Advertisers utilizing Meta’s Advantage+ or Manual Placements feature will see their ads activated by default.
In conjunction with the introduction of video ads on Threads, Meta has also commenced testing trending ads for Instagram Reels, a short-form video advertisement format that targets the most popular Reels created by its users.
