Reddit is rolling out native video ads, further deepening the platform’s ways of putting brands in front of its audience.
To help monetize the growing use of video content on the platform, the company will place in-stream and out-stream ads within its native video player, which now makes up about 20 percent of all content consumed by users in Reddit’s largest communities, according to Zubair Jandali, Reddit’s vp of brand partnerships. The ads will autoplay on both desktop and mobile versions of the platform, which was redesigned last year partially as a way to court marketers more heavily than in the past.
It’s been less than a year since Reddit introduced its native video player, but video views now total more than 5 million minutes a day, according to the Jandali, providing new inventory to marketers who might want a new place for inventory. He said engagement rates are between three and five times better than they were with embedded videos. (Jandali declined to say what those rates actually are.)
According to Reddit COO Jen Wong—who recently joined the company to help grow its base of users and advertisers—the redesign “unlocks” user behaviors that were already happening.
“You’re starting to see use cases,” she told Adweek. “This always happens on Reddit. People do something organically and then we start to enable it.”
Reddit isn’t the only one expanding its use of video ads. Today, Twitter said it will begin offering self-serve, pre-roll video ads that will appear inside of content from publishers. The addition is the latest move by Twitter to push video on the platform while also creating new inroads with publishers that might be tired of losing traction on Facebook.
According to Twitter, 200 publishers will be eligible for the new ad inventory. Examples include Business Insider, Fox News, Hearst and CNN.