David Bridges
At a glance
- New feature: Reddit introduces a 6-second engaged video view optimization goal for advertisers.
- Engagement boost: Initial testing showed a 130% increase in view-through rate and a 71% rise in video completion.
- Objective alignment: This update aligns Reddit’s offerings with other platforms, providing enhanced engagement options.
- Advertiser choice: Advertisers can select this new option within the “Video Views” objective to target more engaged users.
Reddit will now enable brands to hone in on more engaged video viewers in the app, with the addition of a new 6-second engaged video view optimization goal, in addition to its current 2-second view option, which will ensure that advertisers are able to get their video content in front of the Reddit users that are most likely to engage with it.
The update will bring Reddit more into line with other platforms, in providing variable engagement opportunities, which could help to maximize video ad performance.
As explained by Reddit:
“Unlike our traditional video view objective, which optimizes for shorter, 2-second views, 6-second Engaged Video Views goes deeper. It’s a new, optimized billing and delivery option that ensures your video ads are shown to users who are likely to watch to completion or for at least 6 seconds. This is all about maximizing meaningful interactions and ensuring your ad spend is driving real results.”
So, more engagement with your video content, which should lead to higher completion rates, and drive better response.
And apparently, it’s already doing just that.
Reddit says that, in its initial testing, video marketers saw a 130% increase in view-through rate (VTR), and a 71% rise in video completion.
Of course, this is all relative to your goals, and what you eventually want to get from your promotions, with conversions obviously being the key aim, on top of engagement. But if you’re looking to maximize branding opportunities, and ensure you get more value for your spend, it could be worth focusing on audiences that are more likely to engage, as a means to improve performance.
Reddit says that advertisers will be able to choose the new 6-second video view option within the “Video Views” objective.
You can read more about Reddit’s new video engagement objective options here.
Maya Kensington
