Australia – Social news platform Reddit introduced Reddit Brand Lift and Reddit Conversation Lift, its two brand new, first-party measurement solutions that will help advertisers quantify the incremental impact and overall effectiveness of campaigns on the platform.
The new solutions will give advertisers a comprehensive understanding of their Reddit campaigns as well as insights to optimize for the best results.
These Reddit-led studies work in tandem with the platform’s existing third-party measurement solutions, powered by partners like Moat by Oracle Data Cloud and DoubleVerify.
Reddit Brand Lift measures the incremental impact of Reddit ads on brand perception via a randomized controlled survey.
The study analyzes campaign specifics, like the ad format, creative, audience targeting, placement of the ad, engagement prompts, and audience calls to action, while also analyzing specific campaign objectives such as awareness, favorability, recall, and consideration, to understand positive shifts in overall brand perception as a result of seeing the campaign on Reddit.
Of the studies undertaken as part of the early testing, 94% have shown that Reddit drives a statistically significant lift in at least one campaign objective.
Meanwhile, Reddit Conversion Lift uses the Reddit Pixel, Conversions API, and/or Mobile Measurement Partner (MMP) integration to analyze the actions taken as a result of viewing an ad on Reddit.
The study aims to empower Reddit advertisers to validate their investment, optimize their performance, and inform their attribution models, ultimately driving maximum impact and return on ad spend (ROAS). This tool analyzes campaign conversion metrics like incremental conversion rate, penetration rates, and average order value across conversion events such as app installs, page visits, leads, add-to-carts, and purchases, providing advertisers with a comprehensive understanding of what happens once someone sees their ad on Reddit.
Both studies conducted were led by Reddit’s in-house marketing science team.
Jim Squires, Reddit EVP of business marketing and growth, shared, “The way advertisers and marketers measure success is constantly evolving, and understanding impact beyond traditional signals like clicks has become increasingly important to understanding campaign effectiveness. Our investment in our own first-party measurement tools follows a year of focused investment in our Ads Manager and ads product roadmap and reflects the evolved needs of our advertisers.”
“Through Reddit Brand Lift and Reddit Conversion Lift, we’re proving out what we’ve long known to be true: that advertising on Reddit is highly measurable and highly effective, and when paired with our comprehensive suite of third-party measurement tools, our advertisers have access to holistic insights that support their investment on Reddit,” he added.
Reddit Brand Lift and Reddit Conversion Lift are now available to all Reddit-managed advertisers in the US, Canada, UK, Germany, and Australia. Reddit Conversion Lift, however, is only compatible with the Reddit Pixel, Conversions API, or Mobile Measurement Partners.
