Reddit Rolls Out Updates to Its Conversation Ads

Reddit has announced an expansion of its Conversation Ads offering, which enables marketers to place their promotions within the chat section beneath Reddit posts.

Which is where most of the engagement in the app happens, and now, Reddit says that all advertisers will be able to serve ads between comments on conversation pages when they run conversation ads.

Reddit launched its updated Conversation Ads last June, which include larger media space, as well as improved placement and display options.

And now, it’s also enhancing its control and placement options within the process.

As per Reddit:

“Conversation ads enable advertisers to reach users in a high-intent mindset, driving results across the funnel. With placements now available deeper into the comments page, advertisers can expand their campaign reach, connecting with additional audiences at scale.”

That could provide more opportunity to reach users at just the right time, as they go about researching related products and options.

Reddit says that all advertisers using Conversation Ads will now be opted into available ad slots throughout the comments page “that meet their specified brand safety requirements.”

Finally, Reddit’s also partnered with ad verification providers DoubleVerify and IAS to offer audience and response measurement across conversation pages.

Reddit ads are becoming a bigger consideration, as more people turn to the platform for real product insight, from real people, as opposed to AI-generated summaries or manipulated reviews on product pages.

And with 101 million daily active users, and rising, Reddit is becoming a bigger destination for such discovery, which could make it a valuable surface within your broader outreach.

Individual results will vary, of course, but Reddit’s ad offerings are improving, which could be another option to consider in the social media marketing mix.