Reddit debuts new audience measurement tools
By Rob Bale
Online discussion forum Reddit has introduced new first-party audience measurement tools for advertisers on the website. Called Reddit Brand Lift and Reddit Conversion Lift, the tools are intended to help advertisers quantify the impact and effectiveness of their campaigns on Reddit. They are designed to be used in tandem with the site’s existing third-party measurement services. Reddit Brand Lift measures the impact of ads on brand perception via randomized surveys. Reddit Conversion Lift uses a tracking pixel and other analytics to measure the actions taken as a result of viewing an ad. The new tools are available to advertisers in the US, Canada, UK, Germany and Australia.
“The way advertisers and marketers measure success is constantly evolving, and understanding impact beyond traditional signals like clicks has become increasingly important to understanding campaign effectiveness,” said Jim Squires, executive vice-president of business marketing and growth at Reddit. “Through Reddit Brand Lift and Reddit Conversion Lift, we’re proving out what we’ve long known to be true, that advertising on Reddit is highly measurable and highly effective. When paired with our comprehensive suite of third party measurement tools, our advertisers have access to holistic insights that support their investment on Reddit.”