Meta's Threads could lure ads from Twitter but it's early days, analysts say

Threads, Meta Platform's broadside to Twitter, is seen by some advertisers as less contentious and more predictable than Elon Musk's platform, and analysts say it could lure away marketing budgets - eventually.

If the app manages to retain users, Threads could achieve $5 billion in annual ad revenue, equaling what Twitter earned in 2021, Bernstein said in a note on July 18. Taylor Michelle Gerard, a senior executive at content marketing firm Blue Hour Studios, said some of her clients are considering adding a Threads post along with TikTok or Instagram posts as part of sponsored deals with influencers.Once Threads ads are available, brands will move their ad spending over from Twitter"without question," said Matt Yanofsky, co-founder of Moment Lab, a brand marketing and advertising agency.

In response, it has done some advertiser outreach. Two days after Threads launched, Twitter emailed a major ad-buying firm reminding them of the incentives that the company was offering to advertisers and noting the firm had spent less on Twitter ads this year, according to the email viewed by Reuters.

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