Reddit launches new ad format called “Conversation Placement”. These ads are located in conversation threads, just under the original post and above the first comment.
According to Reddit, a large percentage of visitors who land in conversation threads come from SEO searches. This is an untapped audience that other ad formats (like in-feed ads) are not able to reach.
Reddit enrolled 600 businesses as beta testers in 12 months across industries like customer technology, CPG, publishing and entertainment. When using Conversation Placement and In-Feed ads together, beta test partners saw a 9% increase in clickthrough rate, a 10 percent increase in conversion rate, and a 23% decrease in cost-per-click.
Wit new ad format you can target specific Reddit communities, interests, and custom audience segments, as well as use negative keyword targeting.