Meta Ads Notifications Test and Threads Ads Rollout 2025

Meta is keeping social media marketers on their toes with two significant advertising updates. From sponsored notifications on Facebook to the global rollout of Threads ads, there’s plenty to watch in the world of Meta advertising.

Facebook’s Sponsored Notifications: A New Ad Format in Testing

You might have noticed something unusual in your Facebook notifications recently—a sponsored notification. Meta is currently testing this new ad placement, where ads appear directly within users’ notification feeds.

Here’s what we know:

• 🔔 Platform: Facebook-only (for now)

• 🏷️ Labelled as Sponsored: Clearly marked but blended into regular notifications

• 🎯 Targeting: Based on users’ past engagement with ads and content

• 🚨 Status: Limited test phase

For marketers, this presents a fresh opportunity to:

• Capture attention in a high-visibility area

• Prompt quick engagement or consideration

However, early feedback isn’t glowing. In fact, when we ran a quick poll on Instagram, 100% of respondents (including marketers!) disliked the idea. Many users feel this could make their notifications feel cluttered or intrusive—similar to ads within Messenger.

👉 Our Take: It’s too soon to say if this will become a permanent feature. Keep an eye out, but be mindful of user sentiment when considering this placement in future campaigns.

Threads Ads Now Rolling Out Globally

In more exciting news, Meta has officially begun rolling out ads on Threads after months of testing. With over 320 million monthly active users, Threads is now seen as a viable platform for advertisers.

Here’s how it works:

• 🚀 Availability: Rolling out gradually in selected markets

• ⚙️ Placement:

  • Enabled by default in Advantage+ campaigns

  • Selectable via manual placements

• 📅 Timing: Rollout started but may not appear in all ad accounts immediately

If you’re running Meta ads, this is a great time to start experimenting with Threads as a placement—especially if your audience is active on conversational, community-driven platforms.

What Should Marketers Do Next?

• Monitor the Sponsored Notifications Test
  Stay informed, but don’t rely on this format just yet. If it’s rolled out more widely, consider how to use it without alienating your audience.

• Explore Threads Ads

  • Review your Advantage+ settings to ensure placements align with your goals.

  • Start testing creative formats suited to the Threads environment—think conversational, engaging content.

• Stay Agile
  Meta continues to “test and learn,” so flexibility in your ad strategy is key.

Final Thoughts

These updates highlight Meta’s ongoing push to diversify ad placements and monetise emerging platforms like Threads. While sponsored notifications may face resistance, Threads offers a promising new space for brands to connect with audiences.