Reddit Launches 6-Second Video Ads to Boost Engagement
▼ Summary
– Reddit introduced a beta feature called 6-second Engaged Video Views, which optimizes video ads for users likely to watch for at least six seconds or to completion.
– Early testers saw significant improvements, including a 130% increase in view-through rates, a 71% rise in completion rates, and an 83% drop in cost per view with auto bidding.
– Advertisers only pay for engaged views, improving ROI, and the feature is available in Reddit Ads Manager under Video Views campaigns with automated bidding options.
– The platform is emphasizing video due to high consumption, with over 3,000 videos posted daily and half of Reddit content consumed in media form.
– Advertisers can test the beta feature immediately ahead of a wider rollout.
Reddit has introduced a beta feature known as 6-second Engaged Video Views, a fresh optimization tool aimed at making video advertisements both more effective and budget-friendly. This new approach focuses on capturing audience attention for a meaningful duration rather than fleeting exposure.
Unlike the platform’s earlier 2-second view metric, this updated option specifically targets users who are inclined to watch an ad for at least six seconds or until it finishes. According to internal data from Reddit, early adopters have seen impressive results: a 130% increase in view-through rates, a 71% rise in completion rates, and an 83% reduction in cost per view when used alongside automated bidding.
This shift underscores a growing preference among marketers for meaningful engagement over sheer numbers. By concentrating on viewers who genuinely interact with content, brands can improve their return on investment and make their advertising budgets go further. Advertisers pay only for engaged views, which boosts their overall ROI.
Reddit’s recent decision aligns with the growing importance of video in user interactions on the platform. Each day, over 3,000 videos are shared, and half of the site’s content consumption now centers around media-based content. This shift reflects a broader trend towards dynamic and engaging formats, which are increasingly used for both brand communication and fostering user engagement.
Companies looking to explore this feature have the opportunity to start testing it immediately during the beta phase, before it becomes available to the general public.
(Source: Search Engine Land)