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Monday, January 18, 2021

Reddit Launches Ad Inventory Types to Give Advertisers More Control Over Their Campaigns

Although Reddit has now more than 430M users, a lot of advertisers stay hesitant to create their ads in the platform as there were debates on how the platform is based on the freedom of speech. Also, its community is significantly ad-opposed that may not welcome the content very much.

However, Reddit has made a lot of changes recently. For example, in June, Reddit removed more than 2000 subreddits due to their hate speech. Also, the Reddit community is currently adapted to the in-stream advertisements and sponsored posts on the feed.

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Thus, Reddit has some remaining work to do in winning brands. This week, it has started 3 new ad inventory options that target to offer businesses some levels of safety for the brands while running their promotions on the platform.

As explained by Reddit:

“Reddit is home to many types of advertisers, all of which have different needs when it comes to their brand message and campaign objective. While Reddit has previously offered the same set of inventory to all advertisers with universal brand safety controls, Inventory Types recognizes that no two advertisers are the same, and provides greater choice to meet these unique needs across three different tiers.” 

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Reddit’s 3 new ad options are Expanded Inventory, Standard Inventory, and Limited Inventory.

Expanded Inventory option will enable advertisers to have the maximum inventory pool access and be shown next to the expanded set of content.

“This new tier will open up more than 20% more communities for targeting, giving advertisers access to a significantly larger user base via inventory that continues to meet Reddit’s content standards.”

Standard Inventory is an option that offers protection and balanced reach to suit the needs of most of the advertisers, which means the more controversial subreddits will not be included, to ensure the safety of the brand.

Limited Inventory is an option that provides the optimum brand safety by the Oracle Data Cloud’s contextual intelligence tool partnership. Also, adding a level of verification to make sure your ads will not appear within the question contents.

Therefore, advertisers now have more options to make sure their ads on Reddit will only be displayed on the place they choose. Also, they won’t appear next to any offensive context which may impact the brand negatively.

However, there is a concern on Reddit, different kinds of controversial posts can get more traction. Yet Reddit also noted that ads will just be displayed in communities on its allow-list.

“All advertisers will continue to have the choice to enable or disable comments on their ads, as well as exclude certain keywords and communities based on their individual preferences.”

So, these options built some sort of brand safety. Yet now, brands that aims to get the maximum reach will do this so. Though those planning to keep more security in their placements also have other options.

Indeed, Reddit is a platform worth considering. Maybe not all the brands see the efficiency of the platform now, but they have most of the subjects discussed. Also, the engagement on Reddit between the community is high, and using such a place is right to get the best results when it comes to engagement.

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