Reddit users contribute to more than 350,000 conversations on the platform every day, with 42% of the average Reddit user’s time spent in a conversation thread. Today, we are excited to announce the launch of our latest advertiser offering, Conversation Placement, which allows brands to leverage the unique power of Reddit by reaching users where they are most engaged in their passions and interests.
The Conversation Placement sits within a conversation thread, under the original post, and above the first comment, giving advertisers the opportunity to scale reach beyond Reddit feeds and connect with users where they are the most leaned-in. The new placement type has a proven track record for advertiser success thanks to extensive beta testing, especially when coupled with Reddit’s in-feed advertising.
Reddit’s Most Engaging Ad Placement
Community conversations are the heartland of Reddit, where the most engaged exchanges take place across a wide variety of passions and interests, every day. Conversation Placement allows advertisers to connect with their audiences as these exchanges are unfolding, and it works in collaboration with Reddit’s in-feed advertising to reach even more users where they’re most leaned-in. What’s more, the placement drives a deeper audience connection and contextual richness, as it allows advertisers to show up in discussions relevant to their campaigns.
“Reddit users thrive on conversations and are highly engaged in unique dialogues around their passions. Conversation Placement is an opportunity for all Reddit advertisers to drive engagement on the platform, positioning themselves right where people are connecting with one another, in a way they can’t on any other platform,” said Reddit Global EVP and President of Advertising, Harold Klaje. “This launch is an outcome of our close and continued collaboration with Reddit advertisers to ensure solutions that tap into what makes Reddit special. It’s the latest example of our Ads business continuing to meet the needs of advertisers. We’ve invested a lot in the past year to evolve our product offering to ensure brands can best leverage the power and value of Reddit, and creating opportunities for advertisers to meaningfully engage with users is key to delivering on this.”
Why Conversation Placement?
In addition to driving a deeper audience connection, Reddit advertisers can also drive incremental reach through Conversation Placement. Reddit ads have never before appeared in conversation threads, allowing advertisers to expand the reach of their campaigns and speak to a new, untapped audience, many of which land in conversation threads directly from SEO searches and are unreachable anywhere else on the platform.
What’s more, when combined with Home, Popular, or Community Feed placements, advertisers can drive higher performance with Conversation Placement as well as more cost-effective campaign outcomes. Advertisers who target both the Reddit Feed and Conversations Placement can reach millions more unique users than when targeting with a single placement, increasing their overall reach by up to 20%.
Conversation Placement offers all of the same foundational brand safety features regardless of inventory type, with Oracle Data Cloud’s contextual intelligence applicable to the placement via our Limited Inventory tier.
Reddit Advertiser Success
Reddit has beta-tested Conversation Placement with more than 600 advertising partners for almost 12 months, running campaigns across entertainment, consumer tech, finance, publishing, and CPG, resulting in significant success for partners across all industries, verticals, and campaign objectives. In aggregate, beta test partners saw a 9% average increase in clickthrough rate (CTR), 10% higher downstream conversion rate (CVR), and 23% lower Cost Per Click (CPC) rate when using both Conversation placement and Feed.
Test partners have included HBO Max, Adobe, Monday.com, The Washington Post, and Nespresso. Adobe has been leveraging the Conversation Placement for their evergreen campaign to reach students since Q4 2020. Targeting a wide range of student and creator related interest groups, Adobe worked with Reddit’s KarmaLab team to ensure compelling and engaging creative for their placement in conversations happening in communities such as r/photoshopbattles, r/gradschool, and r/applyingtocollege, which combined with in-feed creative has resulted in an average increase in CTR of 20% and a 25% decrease in CPC compared to an in-feed post alone.
HBO Max, one of the first Reddit advertisers to run Conversation Placement, has seen similar success with more cost-effective campaign outcomes.
“At HBO Max, our fans inform every decision we make, and we want to reach them where they live. We use a blend of arts and science – coupling data with human insights – to attract new audiences and create personalized, entertaining experiences for every fan,” said Laura Lee, VP, Acquisition & Growth Marketing at HBO Max. “It’s vital that we have tools at our disposal that allow us to target based on passions like entertainment, sports, and gaming. Reddit’s Conversation Placement not only let us target based on passion, but also allowed us to join relevant conversations that are already happening. As a result, we have continued to not only meet but exceed our growth goals.”
Cloud-based work project management software company Monday.com has also leveraged Conversation Placement for its performance-focused campaigns with the goal of driving quality sign-ups for user product licenses.
“Our campaigns on Reddit are focused on reaching the maximum number of people to encourage quality sign-ups for our product,” said Monday.com User Acquisition Manager, Sara Amati. “Conversation Placement has driven our most efficient sign-ups to date, allowing us to target national news, technology, business and finance interest groups across the U.S., Canada, UK, and Australia via static and video assets in a contextually relevant way.”
Follow our socials Whatsapp, Facebook, Instagram, Twitter, and Google News.
