In a strategic move ahead of the festive season, Reddit is enhancing its advertising suite by introducing Brand and Conversion lift metrics to fortify ad campaign evaluations.
The Brand lift metric delves into the influence Reddit Ads wield over brand image. By conducting random surveys among Reddit’s vast user base, this metric probes into how ads are perceived and reacted to. This detailed study, orchestrated by Reddit’s dedicated Marketing Science team, scrutinizes several campaign aspects including ad format, audience targeting, and specific campaign goals like brand recall and consideration. This approach isn’t new and has been implemented on multiple platforms, aiming to gauge ad effectiveness through audience reactions, assisting brands in honing their advertising strategies.
On the other hand, the Conversion lift is all about tangible actions resulting from ad exposures, leveraging data from Reddit Pixel. This approach, again driven by Reddit’s Marketing Science team, enables advertisers to affirm their investment’s worth, tweak performance, and steer their attribution models for optimum ad spending impact. An added advantage is its ability to assimilate direct data from brand partners, providing a comprehensive picture of how ad campaigns stimulate sales.
An added cherry on top is the compatibility of these metrics with external third-party measurement solutions like DoubleVerify, broadening the scope for validating your ad performance.
Reddit’s new metrics are a testament to the platform’s commitment to provide tangible, actionable insights to brands. For marketers still testing the waters with Reddit’s promotional tools, these additions might be the nudge they need to fully harness the platform’s potential.