Reddit has launched a new advertising format called Interactive Ads, which is currently in limited alpha testing with select advertisers. This latest ad unit allows brands to create custom, interactive experiences directly within Reddit’s feed across more than 100,000 communities.
Rather than relying on static images or simple video formats, Interactive Ads enable users to tap, swipe, play, and engage with branded experiences designed to reflect how Reddit communities interact and share content.
Interactive Ads can take the form of custom-built experiences or templated formats that support repeatable creative executions. These include countdowns, quizzes, dynamic reveals, and trivia. The approach provides brand flexibility tailored to campaign objectives and resource levels. The offering is powered by Reddit’s Developer Platform, enabling campaigns that prioritize creativity and immersion.
Early testers include Paramount Pictures, Electronic Arts, the Ad Council, and Red Bull. Paramount used an Interactive Ad to promote The Running Man ahead of its November 14 release, building a movie-themed escape game that rewarded users who completed the experience with access to exclusive content. Electronic Arts created an in-feed challenge for its Battlefield franchise, featuring shared progress tracking on Reddit and a countdown component that built anticipation for the launch.
Interactive Ads are designed to help brands turn user attention into meaningful action. Brands can develop experiences that invite users to participate more actively in the storytelling process, resulting in more prolonged interactions and a deeper understanding of brand messages. The ads are positioned to support upper-funnel objectives by helping brands build awareness and connection directly where discussions already occur.
Interactive Ads are currently available in limited testing. Advertisers interested in participating are encouraged to contact their Reddit representative.
KEY QUOTES:
“Interactive Ads are a Reddit-unique format that offer ad innovation at scale, making it simple for brands to create immersive moments that drive discovery and participation right where conversations are happening. The result is brand interactions that earn attention and create lasting impact in a space the audience trusts.”
Jyoti Vaidee, VP of Ads Product at Reddit
