Reddit is rolling out a new auto-playing native video ad format to complement its recently announced redesign.
Apart from working on a well-deserved facelift recently, Reddit has been working very hard on upgrading its ad offerings as well. In March, the platform announced that it would be launching native promoted posts on mobile. Now it’s bringing a new ad format, native autoplay video ads. The new format comes as an expansion of the native video platform it launched last year. Seen now as a strategic monetisation move, the launch of a native video player on Reddit last year has now allowed it to bring its own native video ads as well.
Native video has become a very popular way for Redditors to share the video content on the platform, seeing a 23% growth each month, with native video taking up to 20% of the conversation in some communities on Reddit. Naturally, the next step would be to invite advertisers to the party.
The autoplay video ads will look and feel a lot like video already on the platform – likes, shares, comments, and saves are all available. Reddit’s recently announced redesign has also played a role in this new development, as it is conducive to the display of video content that requires no clicking to expand. The redesign uses cards to organise content. Video ads can simply autoplay within that new user-experience.
Users who do not want their ads to autoplay can simply turn it off, however doing so will also turn off the setting for all video content as well.
Reddit’s native video ads are also sold as a cost-per-view, so advertisers pay for the views their ads receive – not the clicks. However, it is those cost-per-view ads that will autoplay within the aforementioned cards announced in Reddit’s redesign. Many advertisers who have tested the system have seen a 5x increase in performance compared to other ad types and that’s really encouraging.
In any case, Reddit doesn’t want to do things too fast and anger its users in the process. So, for now, video ads will be shown to users who are already using the redesign. Secondly, the ad units are only available for standalone ad campaigns, meaning that they will not be added as pre-roll ads to videos. Finally, they will only be available to managed ad partners for the time being.
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