Reddit is launching a new ad type which allows brands to “takeover” the discussion site’s trending section.

The new “Trending Takeover” ads let companies run prominent ads on both the desktop and mobile feeds of the Trending Today area for 24 hours. The ads will be slotted in the second position of one of the site’s most popular areas and will be identified with a simple “promoted” text in bold letters.

 

When clicked on, the ads take users to a landing page featuring the latest conversations, posts, and communities related to keywords specifically selected by you.

Due to the high-profile and limited nature of the ads, Trending Takeover promotions are sold on a reservation basis by contacting Reddit Advertising.

The ads signal the latest push by the platform to be more friendly to brands and advertisers, joining several other recent ad formats. As Vice President of Ads Product and Engineering, Shariq Rizvi said:

“With millions of searches taking place every day and over one-third of users coming to Reddit’s Popular feed daily, brands can now be part of where cultural trends are born online — Reddit. For Reddit, a large focus for 2020 is about maximizing new and premium opportunities for brands to authentically engage with Reddit users.”

Still, brands will need to pay close attention to the site’s communities and only highlight the most engaging content to reach the typically ad-averse audience.

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