Reddit has launched a beta feature called the 6-second Engaged Video Views optimization goal to enhance video ad performance and optimize ad spend. This new goal targets users likely to watch video ads for at least 6 seconds or to completion, moving beyond the traditional 2-second view metric. It aims to maximize meaningful interactions and ensure advertisers pay only for engaged views, improving the efficiency of their budgets.
Key Benefits
- Improved Engagement: Alpha testers reported a +130% view-through rate (VTR) and +71% video completion rate (VCR) on average.
- Optimized Ad Spend: Advertisers pay only for meaningful views, with alpha testers seeing an average -83% cost per view (CPV) when using 6-second views combined with autobidding.
Reddit Video Context
- Over 3,000 videos are posted daily on Reddit.
- 50% of content consumed on Reddit consists of media (video and images).
- 92% of externally shared Reddit posts are media.
Reddit serves as a platform where users engage deeply with content related to their passions, product research, and trusted recommendations. Video ads help advertisers tell brand stories in this highly engaged, intent-driven environment.
How to Use the 6-Second Engaged Video Views Objective
- Access Reddit Ads Manager.
- Create or select a campaign with a Video Views objective.
- Use videos at least 6 seconds long.
- On the ad group page, under Bidding & Optimization, select the 6-second video views optimization goal (this choice is final).
- Choose an automated bidding option:
- Lowest Cost: Maximize 6-second video views within budget.
- Cost Cap: Control cost per 6-second view by setting a maximum bid.
- Complete ad setup.
This feature represents Reddit’s ongoing effort to help advertisers connect more effectively with their audience through video.
