Reddit is revising its comment stream ad placement to provide more ways to reach users where they’re most active. The updated Conversation Ads will feature larger media, enhancing placement within the discussion elements of Reddit posts. The platform is also improving its carousel display with updated CTA buttons.
As the online search for answers becomes increasingly complex with AI and influencer-generated content, people are seeking trustworthy, human content. Reddit is responding to this demand for authenticity through conversations. This principle underpins Reddit’s third activation at Cannes, launching today and focusing on the key to context. Context and conversation are intertwined, setting the stage for Reddit’s latest ad placement within discussion threads as part of the improved Conversation Ads offering.
Jim Squires, EVP of Business Marketing and Growth, at Reddit said: “People on Reddit thrive in conversations and the comment threads are where they go to dive deep. It’s the most contextually relevant space on our platform and a huge opportunity for advertisers to reach relevant audiences when they are actively seeking out information on a specific topic. Our latest updates to Conversation Ads will not only drive performance through an elevated design, they will expand advertiser reach and relevancy as our clients can now show up in the heart of these high-intent, highly engaged discussions.”
Reddit is excited to kick off Day 1 at Cannes by announcing a full revision of ads on the conversation page, its fastest-growing ad surface, where 47% of Reddit screenviews occur. The redesigned creative features larger, more premium media, allowing advertisers to appear where users are researching or discussing topics they care about. Additionally, Reddit has begun testing a new ad placement that integrates seamlessly between individual comments in conversations.
This placement is designed to reach audiences at their most engaged moments, ready to take action. Under the new “Conversation Ads” name, advertisers will also benefit from new brand safety controls, including specific ML tools to enhance confidence, coming later this year.
Reddit’s updated Conversation Ads are a strategic move to enhance ad visibility and engagement by placing ads within the heart of user discussions. This approach aligns with the growing need for authentic content and context in advertising, offering marketers a powerful tool to connect with highly engaged audiences.
