Reddit — one of the world's most popular
websites — is trying to cash in through advertising
Reddit, one of the 5 most-trafficked US websites, is prime real-estate
for advertisers & marketers, but until recently, they were limited to
banner ads and promoted posts. Some background: the company has more than 330
million monthly active users and attracts upward of 18 billion page views per
month. If advertisers want scale, Reddit has it! But, they’ve been falling far
behind the competition when it comes to ad revenue. Now, they are seeking to
revamp their ad offers.
Reddit is a forum based site with the moderators being people
just like you and I, which could be a potential issue. There are no editors and
content cannot be 100% controlled. Advertisers could be turned-off or scared by
the possibility of unsuitable content being attached to brands. Reddit is
working hard to combat this with the potential to have natural language bots in
the future. “Brand Safety” is what they are aiming for.
Funnily enough, unlike Snapchat and others, they are moving
away from solely programmatic digital advertising and trying to focus on
selling in larger packages (direct sales with branded content). Advertisers can
also own their own Reddit pages. Some of the most successful Reddit advertising
is when a brand starts and conversation and drives engagement.
Speaking of new offers, one new placement is the “top post
takeover” which is a 24-hour takeover on the opening page – highly valuable. This
take over can also be combined with promoted ads and banner ads. They also have
“ad offerings” which weaves sponsored content into forums, all targeted. Reddit
also has a brand strategy team with will write sponsored posts that will be in
the correct “subreddits.” AMA (Ask Me Anything) could be organic or brand
pages, which are regulated with approvals for comments. These are expensive
placements and effective if done right. See example.
This is an exciting time for Reddit, but they have a few
things to worry about. Potentially turning off their customers is should always
be top of mind.
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