Reddit is optimizing its interest-led and contextual targeting ability by updating its popular Conversation Placement format with two new units, Carousel Ads and Product Ads.

Conversation Placement puts ads in front of engaged audiences where relevant real-time conversations are happening on Reddit.

With Carousel Ads, brands can show up to six images or GIFs within the unit, all with a clickable link to their landing pages. Reddit says its early testing of this redesigned format saw a 44% increase in clickthrough rate (CTR) compared to its previous Carousel Ad format.

Product Ads units, introduced earlier this year, are now paired with Conversation Placement, which allows advertisers to get in front of people during their shopping journey.

According to Reddit’s internal data from this year, people visit the platform to seek information they can’t find anywhere else, including recommendations for products and services. The company found that 94% of Reddit users have engaged with recommendation content in the last year and 76% of have used the platform for recommendations more than once a month.

Carousel Ads and Product Ads are now available in Conversation Placement to all Reddit advertisers globally.

Photo by Brett Jordan on Unsplash