For this week, we have ads coming to Threads, a controversy surrounding an iconic commercial, and smaller companies teaming up to take on the big players. It’s quite a lot, but we’re here to keep you in the loop.

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1. Meta Monetises Threads With Ads in 2025

Meta plans to roll out ads on text-based social network Threads in early 2025. The app, which was launched in July 2023 to rival Elon Musk’s X (formerly Twitter), has hit 275 million monthly users as of October.

However, Meta is keeping expectations modest, as according to Meta CFO Susan Li, the platform isn’t expected to drive significant revenue in 2025. The rollout is starting out small, too, with select advertisers gaining access in January.

That said, it’s worth noting that this update comes at an interesting time. Right when X is struggling to regain advertiser trust following Musk’s takeover, Threads just might position itself as the better alternative.

What this means for you:

While initially available to a limited number of advertisers, Threads’ ad platform is likely to expand over time. With millions of monthly users and Meta’s successful track record, do keep an eye on how this space evolves and how it might fit into your strategy.

2. Google Introduces New Ad Formats and Tools

Predictably, Meta is not the only tech giant with new strategies in the works. Google’s latest update includes launching new ad formats on YouTube Shorts, its vertical video platform that drives over 70 billion views per day.

Highlights include interactive sticker ads that, when tapped, transform into a product carousel. We can also expect to see animated ads that display product images, which each pop up on your screen. These formats are ideal for brands without video content ready to go.

We’re not quite done with Google yet, as Google Ads Editor 2.8 launches AI image generation alongside other updates. This feature, in particular, lets you generate images from a text prompt and use them in your Ads account.

What this means for you:

If anything, the new ad formats will make marketing on Shorts simpler than ever. Without having to overhaul your creative strategies—or create custom content from scratch—you can now use your existing product shots and visuals to drive engagement on the platform.

3. Ecosia and Qwant Join Forces Against Google

Two European names are teaming up to undertake what might be the industry’s most ambitious move of the year: building a web index with the goal of challenging Google and Microsoft (who, together, currently control 95% of the market).

Ecosia and Quant’s joint venture, European Search Perspective, aims to challenge standard search results and offer value-centric alternatives like ranking eco-friendly companies and de-ranking unsustainable ones.

While their current market share—1% in France and Germany—sounds extremely limited, the companies are betting on AI and new EU tech regulations to level the playing field.

What this means for you:

Though unlikely to rival Google and Microsoft’s Bing anytime soon, the platform is worth monitoring, as it could offer a good way to reach European audiences. When that happens, keep in mind the platform’s emphasis on sustainability. Hence, now might be a good time to start highlighting your own sustainability efforts in your content.

Then again, no matter the outcome, positioning yourself as a socially responsible brand is always a good move.

4. Coca-Cola’s Controversial Campaign

Meanwhile, Coca-Cola has ruffled feathers this week with its AI-generated holiday commercials, specifically three versions of its iconic “Holidays Are Coming” campaign.

As expected, the response has been polarised—while some praise the creative and technical potential of AI, others criticise the ads as lifeless, uncanny even. Despite this, consumer ratings have been largely positive, with one version even rating higher than traditional ads.

For a brand known for its commercials that emphasise human connection, it’s quite the bold leap.

What this means for you:

The message is clear: the future of advertising is AI-powered, whether you like it or not… whether you’re ready or not. Coca-Cola’s holiday campaign shows even the biggest names are willing and eager to go all-in on AI-generated content.

The technology is clearly capable of creating broadcast-quality content for mass consumption, so it’s no longer a matter of “if” but “when.”

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