Reddit has introduced a new native ad format: free-form ads with a layout that allows advertisers to share in-depth product/service information. The unique-to-Reddit format has been inspired by Reddit’s popular megathread post types that are one-stop areas for discussions about popular topics. Free-form ads give brands the flexibility to build an ad of any length, using multiple media types and mix of content, with a look and feel that’s native to the platform.

Like megathread, free-form ads bring multiple users together to get the information they need and to dive into the topic at hand. This makes it an ideal format to launch a product, introduce a brand to a new audience or share a seasonal shopping guide. The open-ended nature of a free-form ad gives brands the freedom to explore different types of creative and build a custom brand experience. Reddit’s new ad building capabilities within Ads Manager make it easy to create, edit and launch free-form ads through topic templates such as brand introduction and product deep dive, with more topic templates to come.

Reddit says that in early testing with brands, which included brands like Philadelphia Cream Cheese Canada and Starbucks Canada, free-form ads outperformed all other ad types in average click-through rate (CTR) by 28%, as well as increasing community engagement when comments are enabled.