Reddit is expanding its advertising capabilities with the introduction of Interactive Ads, a new ad format designed to boost engagement and creative expression on the platform. The feature invites Reddit users to interact with promotional content directly within their feed through custom, engaging experiences—from mini-games to interactive elements that go far beyond traditional static images or videos.
Building Custom Branded Experiences
The new ad units allow brands to create bespoke campaigns or leverage pre-built templates such as countdowns, quizzes, dynamic reveals, and trivia. According to Reddit, these Interactive Ads provide “a Reddit-unique ad unit that lets brands build custom, interactive ad experiences directly for Reddit’s 100,000+ communities.” The format is particularly notable for giving advertisers creative freedom while maintaining flexibility based on their campaign goals and budget requirements. A recent example includes promotional content for the film “The Running Man,” which features an attention-grabbing image paired with an in-stream mini-game.
Potential Impact on Reddit’s Ad Strategy
With 116 million daily active users spending an average of 24 minutes per day on the platform, Reddit offers significant reach for advertisers. The company positions Interactive Ads as a solution to help brands improve recall and interest by enabling active participation rather than passive viewing. However, the success of these campaigns may depend on creative execution, as overly aggressive or misaligned promotions could alienate Reddit’s historically skeptical community. Nevertheless, the new format represents another strategic tool for marketers looking to maximize their Reddit advertising investment and stand out in a competitive social media landscape.