• About Us
    • New York
  • Work
  • Capabilities
  • Careers
  • Technology
  • Blog
  • Contact Us
  • About Us
    • New York
  • Work
  • Capabilities
  • Careers
  • Technology
  • Blog
  • Contact Us
August 02, 2016

Promoted User Posts: Reddit’s Latest Ad Format

Posted by Brian Edwards

music emoji   You down with UGC? Yeah, you know me!   music emoji

Not me literally, but that’s what some advertisers might soon be saying thanks to a new ad format being rolled out on Reddit. Unfamiliar with Reddit? Well, it’s a popular timesuck “news source” letting users from all over the world share news stories, random tidbits, and pretty much any and everything in between, through a variety of categories called Subreddits.

Reddit announced today that the ad slot previously confined to the top of a category page, similar to a pinned post, is now available for brand sponsorship.

“…a new type of advertisement that we’re calling Promoted User Posts. This will essentially let an advertiser identify an organic post that they find especially relevant to their brand or product, and promote that in the Sponsored unit you guys are already used to.”

From Reddit –

How it works:

  • A redditor creates a post with brand-relevant content
  • A brand notices the post and indicates to our sales team that they’re interested in promoting the post
  • Our sales team reaches out to the author of the post to get explicit permission to use the post as part of a promoted user post
  • If permission is given, a promoted user post is created by copying over the content and votes of the original post into a new promoted user post. (The comments will link to the same thread.)
  • The original post will remain where it was originally uploaded. The promoted user post comment section will link to the original comments section. See this example for details.

 

The reality is advertisers and publishers are constantly looking for ways to make ads less invasive while reaching more audiences than ever before. Due to the user generated nature of this ad format, it is likely to fall outside of standard brand practices since it’s practically impossible to control 100% of the message. However, as ad formats continue to evolve, it will be interesting to see what brands latch on to this – especially those brands with highly engaged user bases. If done correctly, I can see the engagement rates for ads of this nature beating out other contextual ad types, or performing similarly to native ads since the content is already aligned with users interests. At this time there doesn’t appear to be any additional details or pricing, but with this feature rolling out August 4th, we shouldn’t have to wait long to find out more.

ad formatsAdvertisingredditsearch marketingugcuser generated content
Previous
Next

Latest White Papers

  • Shifting Plans for 2020 & Beyond
  • Game On: How Brands Can Log Into A Diverse Multi-Billion Dollar Industry
  • What CCPA Means For Brands
  • How Google is Improving Consumer Data Privacy
  • Ways to Prepare for the Cookieless Future
  • See all White Papers

Featured Posts

  • Ad Age Names PMG #1 Best Place to Work in 2021
  • MediaPost Names PMG Independent Agency of the Year
  • PMG Client Portfolio Trends During Amazon Prime Day 2020
  • A Closer Look at the Congressional Big Tech Market Power Report
  • What to Know About Reddit

Categories

  • Consumer Insights
  • Content
  • Creative Design
  • Data Analytics
  • Development
  • Digital TV & Video
  • Ecommerce
  • Industry News
  • Local
  • Mobile
  • Paid Search
  • PMG Culture
  • Programmatic & Display
  • SEO
  • Social Media
  • Structured Data
Fort Worth

2845 West 7th Street
Fort Worth, TX 76107

Dallas

3102 Oak Lawn Avenue
Suite 650
Dallas, TX 75219

Austin

823 Congress Avenue
Suite 800
Austin, TX 78701

London

33 Broadwick Street
London
W1F 0DQ

New York

120 East 23rd Street
New York, NY 10010

Get in touch

(817) 420 9970
info@pmg.com

Subscribe to the PMG Newsletter
© 2021 PMG Worldwide, LLC, All Rights Reserved
  • Contact
  • Privacy Policy
 Tweet
 Share
 Tweet
 Share
 Tweet
 Share
 LinkedIn
We and our partners use cookies to personalize content, analyze traffic, and deliver ads. By using our website, you agree to the use of cookies as described in our Cookie Policy.