Reddit is pushing advertisers to develop longer video
promotions on the platform, introducing a 15-second optimization goal for "engaged video views" on its platform, which expanding on its previous 6-second optimization goal for views.
The
intent is to target marketers looking to tell a longer brand story while capturing the attention of users most likely to invest.
“This new goal is designed to
show your video ads to Reddit users who are more likely to keep watching,” the company’s announcement reads.
“A 6-second video view is a
strong signal that someone noticed your ad,” the announcement explains. “A 15-second view signals that someone stayed engaged long enough to absorb more of your story, product value, or
brand message.”
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With the launch -- now in public beta -- for video promotions that are 15 seconds in length or shorter, a completed view counts as an
engaged view, while for videos longer than 15 seconds, an engaged video view counts when a user watches for at least 15 seconds.
In early testing, advertisers on average saw a 51% boost in the 15-second view-through rate and a 71% boost in video completion rate, showing the potential effectiveness
for longer ad creative on the community-driven search platform.
Reddit suggests that longer video ads are
most likely to help brands within certain industries – like film, TV, and gaming – and specific use cases, including trailers, product demos, testimonials, and brand storytelling.
“If your message lands almost immediately, or you have a shorter creative, 6-second views may still be the
better fit,” the announcement suggests. “If your campaign needs more room to persuade, 15-second Engaged Video Views gives you a goal built for that job.”
Reddit is making split testing available within Ads Manager for advertisers interested in measuring 15-second video views against the 6-second video views goal.