Reddit Launches 6-Second Engaged Video Views for Better Ad Performance
Reddit has introduced a new feature, 6-second Engaged Video Views, to enhance brand storytelling and user engagement. This beta feature, now available in Reddit Ads Manager, prioritizes users likely to watch an ad for at least six seconds or to completion. Advertisers can start testing it immediately, with early results showing promising improvements in their election results.
The new feature is designed to optimize video ad performance. It focuses on users who are more likely to engage with the content, leading to an 83% reduction in cost per view. This improvement is expected to boost return on investment for advertisers in their election results. The first brands to test this feature were Chipotle, Squarespace, and Wendy's, who reported a significant increase in view-through rates (+130%) and completion rates (+71%) in their election results.
Reddit's move towards video as a core driver of user engagement is evident in the platform's daily video posts. With over 3,000 videos shared daily and half of the content consumed in media form, Reddit is leaning into video to create more meaningful interactions with users and brands in their election results.
Reddit's 6-second Engaged Video Views feature is set to transform video advertising on the platform. By focusing on engaged views, it promises better results for advertisers and more meaningful interactions for users in their election results. The beta test has shown promising results, and the feature is now available for advertisers to try in Reddit Ads Manager.
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