Marketing Featured Global

Reddit and WPP unveil multi-year commerce advisory tie-up

London, United Kingdom — Reddit, the social news aggregation, web content rating, and discussion website, has entered into a long-term consultative partnership with global marketing communications company, WPP. The partnership, a first of its kind for Reddit, and led by its global agency development team, will strengthen Reddit’s on and off-platform commerce offering by closely aligning with WPP’s industry-leading commerce roadmap.

The partnership will tap into the commerce and technology expertise across WPP and its media agencies within GroupM through quarterly advisory meetings. Teams will consult on Reddit’s commerce strategy, ensuring it incorporates the latest insights and intelligence from across the WPP network. WPP will receive a first look at Reddit’s commerce solutions with early access to alpha and beta tests so both companies can collaborate on joint products to take to shared clients. The joint collaboration will also include a joint research piece, to test the effectiveness of future commerce products on Reddit, along with a training program through Reddit Ads Formula, which soft-launched last year.

Reddit builds on its existing partnership with WPP media arm, GroupM, which was one of the very first to meet with Reddit’s ads product team when it was first introduced, this partnership will widen the aperture of Reddit’s relationship with WPP and help inform Reddit’s long term commerce strategy, firmly cementing its role in the wider commerce mix.

Harold Klaje, global EVP and president of advertising for Reddit, commented, “Online communities are not new but they have emerged throughout the pandemic as an integral part of the commerce mix thanks to the highly influential role they play in the consumer path to purchase. I am excited to further strengthen our relationship with WPP and its suite of clients as we continue to collaborate and build together, tapping into the holding company’s impressive expertise and working towards mutually beneficial outcomes for our advertising partners.”

Meanwhile, Amanda Grant, vice president, managing partner, and global head of social for GroupM, said that being a part of the Reddit product council in the past year has given them a seat at the table in terms of early product design, leading to better-aligned product development and advertiser interest.

“The partnership brings key stakeholders in early enough to steer concepts rather than confirm a formed hypothesis. GroupM and WPP are approaching commerce evolution much more methodically with our partners, as our performance expertise helps to connect user behaviours, to platform utility, and finally advertiser need. We are looking forward to richer contributions and partnership with Reddit,” Grant said.

Many WPP client brands are already working with Reddit to drive commerce solutions through Reddit’s highly engaged user base and 100,000+ communities. WPP was also an instrumental part of Reddit’s Product Council, which launched last year as a first-look and feedback session for key partners regarding Reddit’s evolving ads product roadmap. This new partnership will see Reddit and WPP continue to partner on client campaigns with a particular focus on lower-funnel education, strategy, and tactics to drive the strongest purchase outcomes.

The partnership comes as Reddit continues to grow its Global Agency Development team, which has recently appointed London-based Susanne Schmid who joins from Facebook where she was regional agency lead and will serve as Reddit’s global agency lead for WPP. Additionally, former VP, global head of partnerships at Verizon Media, John Baylon has also joined the team as the regional agency lead for Europe, the Middle East, and Asia (EMEA), and will be responsible for servicing all holding companies across EMEA in a newly-developed role.

Platforms Featured Global

Reddit introduces new features on existing live audio product

Melbourne, Australia – Social media platform Reddit has introduced a new slew of features in their platform, specifically to their latest live audio product called Reddit Talk. This is aimed to increase engagement of the growing Reddit Talk community, as well as make it easier to find Reddit Talks in communities people belong to.

Since the launch of Reddit Talk, it has been used by over 1,000 subreddits, including popular ones such as r/cryptocurrency, r/movies, r/space, r/wallstreetbets, among others.

The first feature introduced to Reddit Talk is that it allows users to be able to listen to a recording of the conversation. The new feature includes a playback bar that enables redditors to skip to any timestamp, pause or unpause, and fast-forward or rewind 10 seconds at a time.

In addition, Reddit Talk is now also available for web users, where anyone can listen to Talks and raise their hands to speak and moderators can mute speakers and remove them from the stage when using Creating talks via the web is coming later this month.

Another feature being introduced as part of Reddit Talk is the presence of a live bar at the top of home feeds that highlights what Reddit Talks are happening, making it easier for users to discover Reddit Talks in the communities they love.

Reddit has also introduced the use of text and emojis to actively participate in a Talk. Previously, redditors who were listening to a Talk were able to raise their hand to join the stage, but couldn’t comment in real time. Enabling comments and emojis makes Talks easier to engage with, even without speaking. 

Marketing Featured Global

Reddit launches first-ever in-house creative strategy agency for advertisers

California, USA – Social media platform and Internet forum site Reddit has announced the launch of KarmaLab, the platform’s first-ever creative strategy agency designed for advertisers in response to scaling their ads business across the United States and globally.

KarmaLab was previously operating under Reddit’s Creative Strategy function, and its transition as a sole creative agency is an effort to bolster its creative strategy offering with more dedicated resources as Reddit’s Ads business continues to grow and attract best-in-class talent.

KarmaLab is a team of creative and strategic minds — those who know the ins and outs of Reddit and are backed by media, marketing, and ad industry experience that make them uniquely positioned to guide and collaborate with brands as they find their home on Reddit and in culture.

It is aimed to be a full-service creative strategy agency to deliver campaigns that resonate with and add value to Reddit users and offerings include social listening and trends reports, step-by-step community management, creative workshops, bespoke 360 campaign development, and more.

According to Will Cady, global director of Reddit’s KarmaLab, the recent months have demonstrated more than ever the impact and influence of Reddit’s passionate communities in the cultural zeitgeist. Furthermore, Cady added that there is amazing potential and opportunities for brands to be part of the internet’s most relevant and authentic conversations, but with more than 100,000 communities on Reddit, some wonder where to start.

“Our mission is to help every brand discover how to contribute authentically, meaningfully, and effectively to the communities that matter most to them and their audiences — we turn curiosity into understanding, and signals into strategies,” he stated.

Meanwhile, Jen Wong, chief operating officer at Reddit, commented, “KarmaLab is a long term investment in industry-leading creative strategy for all Reddit advertisers, and will allow us to serve clients with more dedicated resources and diverse skill sets as more brands find their home on the platform.”