Reddit has risen to 430 million users, even with those impressive numbers, plenty of advertisers are still reluctant to invest, thanks to plenty of past controversy over their approach to free speech. Also, Reddit’s well-known community of ad-opposers hasn’t made many advertisers sure of their welcome.
With that said, Reddit has made a lot of recent changes. For example, in June, Reddit removed over 2,000 subreddits, thanks to a policy revision on hate speech, and the community has become used to in-stream advertising and viewing sponsored posts in their feed. Even with all that, there are still a few mountains to climb in winning over many brands.
Now, Reddit has launched a three-tied advertising option, intended to provide brands with level-options of safety when they advertise on their platform. As stated by Reddit, “Reddit is home to many types of advertisers, all of which have different needs when it comes to their brand message and campaign objective. While Reddit has previously offered the same set of inventory to all advertisers with universal brand safety controls, Inventory Types recognizes that no two advertisers are the same, and provides greater choice to meet these unique needs across three different tiers.” These ad tiers include Expanded Inventory, Standard inventory, and Limited Inventory.
With Expanded Inventory, advertisers are able to access the maximum inventory pool of Reddit. They will appear within the broadest content range, and the tier will “open up more than 20% more communities for targeting, giving advertisers access to a significantly larger user base, via inventory that continues to meet Reddit’s content standards.”
When working with Standard Inventory, advertisers are provided “balanced reach and protection” to fit their needs. This means that subreddits that are considered more controversial, are included, to ensure brand safety.
In the Limited Inventory category, advertisers are offered optimal safety for their brand, thanks to a contextual intelligence tool, compliments of their partnership with Oracle Data Cloud. This adds another layer of protection to ensure advertisers aren’t appearing near questionable content. This is a legitimate concern, as controversial posts can gain serious traction on Reddit. On that note, Reddit says ads are only able to appear in communities on a hand-picked allow-list. According to Reddit, “All advertisers will continue to have the choice to enable or disable comments on their ads, as well as exclude certain keywords and communities based on their individual preferences.”
It appears there is now some built-in safety for advertisers, and those that want to use full-reach, can, and those who are looking for more security, have placement options to suit them. But, is all of this concern worth the risk? Most say that Reddit is worth considering, but not all brands will see the same level of success. Given the wide content-based, using proper placement could offer good results, while still avoiding controversy.
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