Reddit at present launched a beta characteristic referred to as 6-second Engaged Video Views, a brand new optimization objective designed to make video advertisements extra impactful and cost-efficient.
Not like Reddit’s current 2-second view goal, the brand new possibility prioritizes customers who’re prone to watch an advert for no less than six seconds or to completion.
Early testers reported +130% view-through charges, +71% completion charges, and an 83% drop in value per view when paired with auto bidding, based on inner Reddit information.
Why we care. Reddit’s new 6-second Engaged Video Views metric shifts advert spend towards customers who really watch, not simply scroll previous, reflecting advertiser demand for high quality over amount. Early exams present greater completion charges and considerably decrease prices per view, serving to manufacturers stretch budgets whereas making certain actual affect.
The small print:
Advertisers solely pay for engaged views, enhancing ROI.
The objective is offered in Reddit Advertisements Supervisor beneath Video Views campaigns with automated bidding choices (Lowest Price or Price Cap).
As soon as chosen, the optimization objective can’t be modified for that marketing campaign.
The large image. With greater than 3,000 movies posted day by day and half of Reddit content material consumed in media kind, the platform is leaning into video as a core driver of name storytelling and person engagement.
What’s subsequent. Advertisers can begin testing the characteristic instantly in beta forward of a wider rollout.
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Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and extra. In 2008, Anu’s profession began with delivering digital advertising and marketing campaigns (principally however not solely Paid Search) by constructing methods, maximising ROI, automating repetitive processes and bringing effectivity from each a part of advertising and marketing departments by way of inspiring management each on company, consumer and advertising and marketing tech aspect. Exterior modifying Search Engine Land article she is the founding father of PPC networking occasion – PPC Reside and host of weekly podcast PPC Reside The Podcast.
She can be a world speaker with a number of the phases she has offered on being SMX (US, UK, Munich, Berlin), Mates of Search (Amsterdam, NL), brightonSEO, The Advertising and marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Reside, AdWorld Expertise (Bologna, IT) and extra.
