Key Points
- Reddit is testing a new interactive ad format that courts engagement from its users.
- The format is being tested with a handful of brands, including EA Sports and Paramount.
- The format comes as Reddit seeks new sources of advertising revenue following a sustained period of community and income growth.
Reddit is testing a new advertising format that turns traditional campaigns into interactive experiences as part of a broader strategy to tap into new sources of advertising revenue.
The social media platform’s new Interactive Ads feature allow brands and marketers to build customized, playable or participatory campaigns directly within Reddit’s feed.
The interactive units let users engage with quizzes, countdowns, trivia, or bespoke brand experiences across more than 100,000 communities on Reddit, the company said on Monday. Early testers of the interactive format include Paramount Pictures, Electronic Arts (EA), the Ad Council and Red Bull.
Paramount used the format to promote its upcoming film “The Running Man” through a movie-themed escape game that included an exclusive teaser for users who completed the challenge. EA created a live group mission and countdown activation for its next Battlefield release.
“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,” said Jyoti Vaidee, Reddit’s Vice President of Ads Product. “The result is brand interactions that earn attention and create lasting impact in a space the audience trusts.”
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The new unit is powered by Reddit’s Developer Platform, which allows brands to design creative-first campaigns tailored for in-feed experiences. Advertisers can choose between fully customized activations or templated interactions, depending on their creative and investment goals.
For marketers, Reddit says interactivity helps convert “attention into action” through taps, swipes, and choices that encourage deeper participation. The format is positioned to drive upper-funnel engagement and brand awareness while complementing the company’s existing image and video ad products.
The rollout follows a period of strong financial performance for Reddit. In its most recent quarter, the California-based company reported revenue of $585 million, up 68 percent from the same period last year and ahead of Wall Street’s $549 million estimate. Daily active users grew 19 percent year over year to 116 million, surpassing expectations but continuing a gradual slowdown in user growth since mid-2024.
CEO Steve Huffman credited internal product improvements and new artificial intelligence tools for boosting engagement and monetization, including Reddit Answers and Reddit Pro, which support publishers and advertisers alike.
