Reddit has launched two new ad products aimed at helping advertisers reach higher-value customers and simplifying the Reddit Ads Manager tool. The two features, Contextual Keyword Targeting and Product Ads, enable brands to better connect with consumers already in research mode with the intention of making a purchase.
Contextual Keyword Targeting allows advertisers to reach consumers in active conversations on Reddit by choosing specific keywords they want their brand to be associated with. The feature enables keywords to be aligned with creative ad copy for increased relevance. As Reddit threads often become evergreen sources of information, Contextual Keyword Targeting can provide long-term advertising opportunities.
Product Ads enable advertisers to target consumers in the midst of their shopping journey by displaying details such as product descriptions and pricing in local currency. The feature will feature call-to-action buttons directing users to a brand’s product page. Advertisers can also create ads from existing catalogs directly.
According to Reddit’s Chief Revenue Officer, Harold Klaje, these updates will enhance the search-and-discover experience for both brands and users by tapping into the platform’s differentiated value as a hub for actionable conversation. Interestingly, redditors tend to make 2x more category purchases than other online customers, spend 2.5x more per purchase, and are more than 56% more likely to talk about a brand online positively.
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