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Reddit Launches Ad Inventory Types to Give Advertisers More Control Over Their Campaigns

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While Reddit is now up to 430 million users, many advertisers remain hesitant to invest in the platform because of past controversies related to its free speech approach, and it’s notoriously ad-opposed community that might not be overly welcoming to their content.

But Reddit has changed a lot in recent times. Back in June, for example, the platform removed more than 2,000 subreddits after a revision of its policies around hate speech, while the Reddit community is also now far more accustomed to in-stream ads and seeing sponsored posts within their feed.

But Reddit still has some work to do in winning brands over – and this week, it’s launched three new tiered ad inventory options which aim to provide businesses with varying levels of brand safety when running their on-platform promotions.

As explained by Reddit:

Reddit is home to many types of advertisers, all of which have different needs when it comes to their brand message and campaign objective. While Reddit has previously offered the same set of inventory to all advertisers with universal brand safety controls, Inventory Types recognizes that no two advertisers are the same, and provides greater choice to meet these unique needs across three different tiers.” 

Reddit’s three new ad tiers are as follows:

  • Expanded Inventory  This category enables advertisers to access Reddit’s maximum inventory pool, and appear next to the broadest range of content. “This new tier will open up more than 20% more communities for targeting, giving advertisers access to a significantly larger user base via inventory that continues to meet Reddit’s content standards.”
  • Standard Inventory  This option provides “balanced reach and protection” to fit the needs of most advertisers. In other words, the more controversial subreddits are not included, ensuring brand safety.
  • Limited Inventory  This option provides optimal brand safety via a partnership with Oracle Data Cloud’s contextual intelligence tool, adding an extra stage of verification to ensure your ads don’t appear alongside questionable content.
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​So advertisers will now have more ways to ensure their Reddit ads only appear where they choose, and don’t get displayed next to potentially offensive or concerning content, which could have reputational impacts.

The concern is relevant on Reddit, where varying types of controversial posts can gain traction, but Reddit does also note that ads are only eligible to appear in communities on its hand-curated allowlist.

“All advertisers will continue to have the choice to enable or disable comments on their ads, as well as exclude certain keywords and communities based on their individual preferences.”

So there is a level of brand safety built into all its ad options, but now, brands that want to see maximum reach will be able to do so, while those looking to maintain more security in their placements will also have options. 

Definitely, Reddit is worth consideration. Not all brands will see success on the platform, but given the vast range of subjects discussed, and the engagement of Reddit communities, utilizing the right placements and ad options could facilitate good results, and these new control measures will help brands avoid potential controversy in their promotions.

Inventory Types is available for all Reddit advertisers starting today.  

Socialmediatoday.com

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LinkedIn Announces the Retirement of its LinkedIn Lite App

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LinkedIn Announces the Retirement of its LinkedIn Lite App


LinkedIn has announced that it’s shutting down LinkedIn Lite, its pared-back version of the platform, designed for users in regions with more restricted connectivity and data access provisions.

Originally launched back in 2017 as a way to help “level the playing field for all members when it comes to accessibility”, LinkedIn Lite includes the basic functionality of LinkedIn, and is designed to load faster, while also using less data, handy for regions with more restrictive data plans.

But as LinkedIn continues to evolve, the Lite app gets further behind, with the full app’s more advanced functionalities – like video connection, full profile display features, Creator Mode, etc. – all getting more and more distant from the streamlined tool.

And with global connectivity evolving, LinkedIn now feels confident that it can move on without the scaled-back variation, which could also help boost in-app engagement and usage, and make LinkedIn a more significant presence in key markets.

Which, as you can see here, are growing. Now at 810 million total members, LinkedIn continues to gain momentum in developing regions, especially India (85m members, up from 60m in 2019), South Africa (+2m since 2019), the Philippines (+3m) and Nigeria (+1m)

LinkedIn Member Map

As with most social apps, India is a key focus, and LinkedIn says that Indian adoption of the full version of the app is now rising at 4x the global average, as mobile adoption continues to soar in the nation.

At the same time, retirement of the Lite app could also give LinkedIn’s team more opportunity to develop and maintain its new ‘InJobs’ app in China, with the full version of LinkedIn removed from China last October due to increasing regulatory pressure and scrutiny.

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At 56 million users, maintaining connection with China is key, and maybe that’s another factor in LinkedIn’s decision to step away from its scaled-down version.

Either way, the LinkedIn Lite app will be removed from Android app stores on 27th January 27th, before being deactivated completely March 15th.

LinkedIn says that it will transition Lite app users over to the full LinkedIn experience over the next few weeks.



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Twitter Shares New Insights into Rising Discussion Around the NFL Playoffs [Infographic]

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Twitter Shares New Insights into Rising Discussion Around the NFL Playoffs [Infographic]


Super Bowl LVI is just around the corner, which also means that we’ll soon see the biggest showcase of ad content of the year, highlighting new trends, creative activations and opportunities, which can sometimes re-shape advertising approaches from that moment forward.

And this year looks set to be particularly significant. As more people look towards a post-pandemic future, there’s a big opportunities for clever marketers to tap into this enthusiasm, and the various trends that come with it. That’ll likely see more innovative, integrated ad approaches, which will extend beyond the initial big game activations, and showcase new opportunities.

Twitter’s keen to cash in on that excitement. This week, Twitter’s published a new overview of user trends around the NFL playoffs, highlighting the huge boost in tweet activity heading into Super Bowl weekend.

As Twitter notes:

In the 2022 Divisional Round alone, we saw 27% more impressions on Tweets about the NFL, 58% more Tweets overall, and 42% more unique authors, compared with one year ago.”

It could be a key platform for boosting your tie-in efforts – and if you are considering the potential of Twitter ads for your campaigns, then these new stats might help.





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Twitter Shares New Insights into the Rising K-Pop Discussion in the App [Infographic]

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Twitter Shares New Insights into the Rising K-Pop Discussion in the App [Infographic]


Do you like K-pop?

Increasingly, the chances are that you do, given the massive growth of K-pop fandom around the world, with megabands like BTS and Blackpink building huge audiences, and each becoming cultural forces within themselves.

That fandom is most significantly present on Twitter, which has become a key hub for K-pop enthusiasts. K-pop tweeters are now so prominent that they even have the power to quash controversial hashtag movements, by banding together to flood the streams with K-pop-related tweets instead. 

It’s amazing to see, and today, Twitter has shared some new insights into the rising K-pop conversation, which got even bigger, once again, in 2021.

As explained by Twitter:

With a massive 7.8 billion global Tweets in 2021, #KpopTwitter once again showed its power by breaking its previous record of 6.7 billion Tweets in 2020. Registering a notable 16% increase in Tweet volume globally, #KpopTwitter conversations became more diverse and vibrant in 2021.”

So where, exactly, is K-pop discussion trending, and who are the big bands of note? Check out the below insights from Twitter – which also includes a list of rising K-pop stars if you want to get ahead of the curve.





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