Reddit announced updates for app advertisers that include an expansion of its Max campaigns, broader access to the platform’s artificial intelligence-powered App Event Optimization and a test of a new approach to attribution for app promotions.
First, on Max campaigns. Reddit made its AI-guided Max campaigns available for app promotions. This revision will enable app marketers to tap into Reddit’s most advanced ad type.
Reddit’s Max campaigns take the manual work out of ad optimization by enabling the platform’s ad system to automate targeting, creative selection, placements and budget selection. According to Reddit, Max campaigns can also “predict the value of every ad impression,” helping to boost performance by estimating the best audience for your promotions.
Reddit launched Max campaigns for traffic and conversion campaigns in January, and the company has steadily refined and expanded access to the option.
And the campaigns have been producing results.
As per Reddit: “Across early split tests, Max app campaigns delivered an average 15% reduction in CPA and a 28% increase in results volume. That momentum is already showing up in advertiser results, with DocMorris seeing a 20% lower cost per install and a 73% lower purchase CPA.”
Reddit is also expanding the availability of its App Event Optimization goal, which “helps advertisers move beyond installs and optimize toward the in-app conversions that matter most to their business,” per the company.
Reddit’s App Event Optimization uses machine learning to predict likely responses to app promotions, in order to help app advertisers reach users “who are more likely to go beyond just installing the app,” Reddit said.
Reddit added that App Event Optimization has driven an average 22% improvement in CPA for developers, and it’s now available to more app marketers as another means to maximize ad reach and response.
Finally, Reddit is also rolling out a new first-party attribution reporting option, which will give app advertisers expanded visibility into how Reddit promotions are driving response.
“As part of the beta, we’re testing an industry-first approach that brings first-party and third-party attributed reporting together side by side in Ads Manager, allowing advertisers to view Reddit first-party attribution alongside MMP and SKAN last-touch reporting in one place,” Reddit said.
That, ideally, will give app marketers a more accurate, indicative overview of performance, which will in turn help to optimize ad spend.
Reddit is increasingly becoming a more viable consideration for app marketers as the company continues to update and refine its ad options. With the app now also up to 126.8 million daily active users, it also offers significant reach to groups of topic-focused potential users.
