Reddit Unveils AI Ad Tools to Help Brands Access Real-Time Community Insights
Just a week after Pinterest unveiled its AI-powered ad features, Reddit introduced ad tools at the Cannes Lions International Festival of Creativity based on its Community Intelligence to help marketers leverage user-generated content for key insights and marketing performance. The first tool, Reddit Insights, is focused on providing real-time insights to marketers for planning campaigns by identifying trends on the platform and testing campaign ideas. Infamous for its controversies on the platform, the tool now serves as a social listening tool to detect signals camouflaged as noise. Another feature called Conversation Summary Add-Ons allows brands to display positive user-generated comments directly under the ads, thereby adding an authentic touch. Reddit claims that the alpha tests with Jackbox Games and Lucid showed a 19% higher click-through rate than standard image ads. Jen Wong, the company’s chief operating officer, told Axios that Reddit’s quick response to what’s happening in the world helps businesses make decisions in everything from how to market to performance in customer service. Brands are demanding high-performing tools to penetrate the fast-paced digital crowd, and platforms like Reddit, Snap and Pinterest have no option but to provide a basket of real-time ad tools to their clients. To tackle economic uncertainties, platforms are also aiming to provide advertising tools to attract small and medium-sized businesses (SMBs), thereby diversifying advertiser portfolios. Major holding companies like WPP media lowered their ad growth from 7.7% to 6% pointing to geopolitical and economic challenges. Despite the situation, Reddit projected stronger-than-expected Q2 revenues. This can be attributed to the launch of new ad tools since its IPO last year in March 2024. Following these innovations, Reddit is also developing generative AI tools like Reddit Answers—a feature that will offer AI-generated summaries linked to conversations, pointing to its next phase of community-driven ad evolution
Brands are demanding high-performing tools to penetrate the fast-paced digital crowd, and platforms like Reddit, Snap and Pinterest have no option but to provide a basket of real-time ad tools to their clients.
Brands are demanding high-performing tools to penetrate the fast-paced digital crowd, and platforms like Reddit, Snap and Pinterest have no option but to provide a basket of real-time ad tools to their clients.
["ad tools", "Advertising", "cannes lions", "features", "Jen wong", "Marketing", "Pinterest", "reddit", "snap"]
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