What counts as a video view? A refresher on how social platforms calculate video ad views

What counts as a video view? A refresher on how social platforms calculate video ad views

This article has been updated to reflect changes and include video ad view count information from more platforms.

Advertisers allocated a quarter of all digital ad spend — $27.8 billion — to video ads last year, according to eMarketer. video has become big business for social platforms. Twitter attributes more than half of its ad revenue to video, its fastest growing ad format. Video ads also make up half of Snapchat’s revenue, and 30 percent of Facebook’s ad revenue, eMarketer estimates.

Yet, video ad bidding and view measurement and reporting can vary widely by platform. As the market for video ads has grown, many social platforms have expanded bidding options and reporting metrics for video ads. This can all make analyzing and comparing results across platforms a challenge.

We surveyed the major social video platforms to see what counts as a view. For Facebook and Instagram, viewing just 3 seconds of a video of any length is considered a view. For YouTube Trueview ads, it’s around 30 seconds. Others have adopted the MRC standard (see below) or a kind of variation on it. Bottom line, advertisers need to be aware how each of the platforms count and charge for video ad views because they aren’t apples to apples.

A video ad view methodology by platform

The Media Rating Council (MRC) and IAB define a video ad as viewable “when at least 50 percent of the ad’s pixels are visible on a screen for at least two consecutive seconds.” Some platforms have adopted this standard, but many have not.

Here’s the rundown on how the major players count video views:

Google/YouTube: The skippable TrueView ads on YouTube and the Google Display Network count a video view when someone engaged with an ad or watches 30 seconds of a video ad, or the duration of the ad if it is shorter than 30 seconds.

Facebook and Instagram: Facebook and it’s family of apps count a video view for both in-stream and Stories ads at 3 seconds. However, advertisers can buy video ads on either a CPM basis or ThuruPlay basis. When buying on a CPM basis, an impression is counted when one pixel of the video ad comes into view. With ThruPlay, advertisers are charged when a video ad plays to 97 percent completion or up to 15 seconds, whichever comes sooner.

LinkedIn: For LinkedIn’s sponsored content, video views are counted when 50 percent of the ad is in-view for 1 second on desktop and 300 milliseconds (one-third of a second) on mobile.

Pinterest: Pinterest adopted the MRC standard of 50 percent of the ad in-view for 2 continuous seconds or more.

Reddit: Reddit defines a video view as 2 continuous seconds at 50 percent viewability, per the MRC standard. A full video view is counted after a video ad shows for 3 continuous seconds at 100 percent viewability. Advertisrs can bid on a cost-per-view (CPV) or CPM basis.

Snapchat: Snap Ads’ view criteria is 2 seconds for a video view. The platform’s video ads run full-screen with the sound on.

Twitter: Twitter adopted the MRC standard and counts a video ad view when 50 percent of the ad is in view for 2 seconds or more, or when a user engages with a video ad by clicking to expand or un-muting it.

Other metrics to consider

Many platforms show additional engagement metrics and view counts. For example, Google offers quartile watch time metrics, along with an extensive list of video ad metrics that includes click performance, engagement performance, and reach and frequency.

Facebook reports 2 second, 3 second, 10 second and ThruPlays, regardless of which bidding option you choose. It also reports watch time metrics, showing showing how often 25 percent, 50 percent, 75 percent or 100 percent of a video ad was watched.

Redditr reports views at 25, 50, 75 95 and 100 percent of video length at any viewability as well as the number of times a video ad was watched for 3, 5, and 10 seconds in aggregate at any viewability.

In October 2018, YouTube began counting an ‘Engagement’ to a TrueView for action ad whenever a user clicks or watches 10 seconds or more when using maximize conversions or target CPA bidding — down from from 30 seconds. Those ads are still charged on a CPM basis, however, when using maximize conversion or target CPA bidding strategies.


About The Author

Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy’s articles.

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Pilots of India’s Jet Airways defer strike, seek salary dues by April 14

Pilots of India's Jet Airways defer strike, seek salary dues by April 14

FILE PHOTO: Workers cover the cockpit window of a Jet Airways aircraft parked at the Chhatrapati Shivaji Maharaj International Airport in Mumbai, India, March 26, 2019. REUTERS/Francis Mascarenhas/File Photo

NEW DELHI (Reuters) – The pilots’ union of India’s troubled Jet Airways said on Sunday it will give the carrier’s new management two weeks to clear unpaid salaries, deferring its plan to take strike action.

Jet has delayed payments to pilots, suppliers and lessors for months and defaulted on loans after racking up more than $1 billion in debt. The airline was bailed out on Monday by state-run banks, which have temporarily taken a majority stake in the company and given it a new loan of $218 million.

The National Aviators Guild, the union of Jet pilots, had planned to go on strike from April 1 because of non-payment of salaries. Jet on Saturday said it will pay December salaries to pilots and aircraft maintenance engineers but for now cannot pay more recent overdue wages.

The pilots’ union has decided to give Jet’s new interim management until April 14 to clear salary dues “in conjunction with interim funding”, and deferred the plans of a strike until then, the National Aviators Guild said in a statement to its members, which was seen by Reuters.

Once India’s leading full service carrier, Jet struggled to compete with low-cost carriers in recent years. In the past few weeks, its chairman stepped down from the airline’s board and lenders stepped in to rescue the airline from the brink of bankruptcy.

Reporting by Aditya Kalra; Editing by Susan Fenton

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Google brings search to podcasts through automatic transcription

Google brings search to podcasts through automatic transcription

Google’s Podcasts app is increasing discoverability by automatically transcribing shows, allowing users to search for particular episodes without having to remember the name of the podcast or the episode title.

“Right now Google is really good at giving you text and video related to your search query. With all the amazing work podcasters are publishing each day, there’s no good reason why audio isn’t a first-class citizen in the same way,” founder and head of product for Google Podcasts Zach Reneau-Wedeen told Pacific Content nearly a year ago.

Transcripts in metadata. It would seem that he’s stayed true to that belief as transcripts have begun popping up as metadata within some podcast episodes’ web page sources (not within the app itself). Android Police breaks down how the transcripts can be found, noting that, although the entire show was transcribed, it did contain errors, mistaking writer Corbin Davenport’s name as “Corbin dabbing port.”  

As of right now, it’s not clear which podcasts or episodes have already been indexed and transcribed.

Why should you care? Discoverability has long been a challenge for podcast creators. For marketers looking to launch a branded podcast (or those already producing one), increased discoverability can help attract new audiences and make it easier for former listeners to find you again. That could make the format even more viable as part of a content marketing strategy.

For marketers that sponsor podcasts, this might mean that your ads get more listens, without having to buy airtime on more episodes.  


About The Author

George Nguyen is an Associate Editor at Third Door Media. His background is in content marketing, journalism, and storytelling.

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Women running the money? Rarely at hedge funds

Women running the money? Rarely at hedge funds

LONDON (Reuters) – Generous salary and juicy bonus? Check. Client meetings at private members’ club? Check. Swanky Mayfair office? Check. Company maternity scheme? Maybe, we’ll get back to you.

Clare Flynn Levy, CEO of Essentia Analytics is seen in this undated handout photo obtained by Reuters March 28, 2019. Clare Flynn Levy/Handout via REUTERS

In the competition for talent, the hedge fund industry still has an edge over many other areas of finance, except, it would seem, when it comes to employing women.

Women are in the minority across the financial industry when it comes to top jobs. A Reuters analysis of regulatory filings shows the proportion is especially low among British hedge funds, most of which are private and not bound by disclosure rules.

Just seven women were hired or promoted last year as investment executives at 20 of Britain’s top private hedge funds, the lowest level in at least a decade, the analysis found. They took on 82 men in that period.

Of all the places to work in hedge funds, the investment team is the most coveted. Portfolio managers or traders decide where to invest client money and are traditionally the highest-paid members of staff. Such roles are a launch pad for star managers to set up their own firms in the future, establishing the next generation of hedge funds.

In Britain, these roles are registered with the Financial Conduct Authority (FCA) under a category known as the ‘CF 30’ function, which also comprises senior marketing jobs.

A Reuters analysis of CF 30 filings for 76 financial firms showed hedge funds registered women at a fraction of the rate of other finance companies.

(For a graphic on British hedge funds lag on diversity of key staff, click tmsnrt.rs/2UNZpml)

For an interactive version of the graphic showing registration rates across financial firms in Britain, click here tmsnrt.rs/2HA0lb3.

Hedge funds say they struggle to find women to work as portfolio managers and point out that women are better represented in other areas, including compliance and legal counsel. These are middle-office or back-office positions, rarely involved in investment calls.

People who work for or in financial services say more female candidates would emerge for trading positions if hedge funds cast the net wider for potential candidates, and offered better maternity packages and mentorships.

“Hedge funds will all say they don’t get female applicants but are they even looking for them? Do they care? The data suggests no they don’t,” said Yasmine Chinwala of think tank New Financial.

Unlike the rest of the financial sector, where large, listed companies are now required to disclose pay gaps between men and women, and are under public pressure to have more women in senior roles, hedge funds can mostly operate below the radar.

Usually privately-owned and run by their founders, they are not the target of government drives to improve female representation in finance.

“Public scrutiny, and more specifically, mandated government-backed scrutiny … delivers results,” said Chinwala. “These sectors have shown they are not going to make significant changes themselves without a big, concerted, external push.”

INVESTING BY NUMBERS

Three of the 20 top British hedge funds covered in the Reuters analysis commented about their record of hiring women.

“We have women represented across all functional areas of the firm as well as in senior management positions which are not covered by CF 30 registrations, which represents a small proportion of our staff,” a spokeswoman for Marshall Wace said.

The firm has registered three women in the CF 30 category since 2009 compared with 40 men over the same period.

“Algebris continues to invest in women’s careers, developing talent and creating the next generation of female leaders in finance,” said a spokesman for the firm, which registered nine women and 24 men as a CF 30 since 2009.

Emso Asset Management said 35 percent of its employees were women and said it paid employees for the first 26 weeks of their 52 week maternity leave. It has registered nine women and 30 men as a CF 30 since 2009.

“Our diversity in employee base reflects the diversity of markets within which we make investments,” Chief Operating Officer Rory McGregor said in an emailed statement.

Emso was the only one of the 20 hedge funds to comment publicly on its maternity pay.

Paid leave after becoming a parent can vary widely between firms. One portfolio manager told Reuters she had to argue her case to get paid while on maternity leave. She declined to be named for fear of damaging her career.

Valerie Kosenko, at recruitment consultant Mondrian Alpha, said maternity pay was an important consideration for a lot of women looking to work in the hedge fund industry.

“I don’t think hedge funds gave a lot of thought to it at all. It’s something that hedge funds can definitely improve.”

The 10 largest U.S. hedge funds with a UK office – including Citadel and Millennium Management – registered slightly more women than their British counterparts, at nearly 13 percent, in 2018, according to the Reuters analysis.

A spokesman for Millennium declined to comment. Citadel did not respond to requests for comment.

CF 30 is an imperfect measure of diversity because firms can have a different interpretation of the FCA guidelines as to who should be registered.

Some firms register investor relations staff as CF 30. Women tend to be well-represented in such jobs, meaning that the CF 30 category may exaggerate the actual number of women hired or promoted to be traders.

In the decade covered by the Reuters analysis, the ratio of women employed under the CF 30 designation by 20 of the top private British hedge funds never went above 23 percent and averaged 16 percent.

WHY TRY?

There are no comparable figures on hedge funds’ portfolio manager hires in the United States, but data on U.S. firms founded in the last few years show the industry remains dominated by men. Women-led firms managed only about 3 percent of the assets in new funds launched between 2013 and 2017, according to figures from Hedge Fund Intelligence.

Jane Buchan, who spent nearly 20 years allocating money as chief executive of PAAMCO, one of the world’s biggest investors in hedge funds, says female money managers have to work harder to get investors to trust them.

“Women need to outperform significantly in order to have the same asset levels as men who perform worse,” said Buchan, who now runs her own fund, Martlet Asset Management.

“With this sort of outcome, which can be shown in academic studies and what many women perceive from their own interactions with investors, why try?”

Man Group, one of the few listed hedge funds, is the only UK hedge fund firm to sign up to the British government’s Women in Finance Charter, which sets targets to increase female representation in the upper echelons of the City.

The London-headquartered firm is targeting 25 percent female representation in senior management roles by the end of 2020 from 22 percent last year and has introduced a number of measures to improve gender diversity, including a returners program for women who left the industry.

It offers 18 weeks paid leave globally for new parents, male or female.

Man Group registered five women as a CF 30 last year, but that represented a re-categorization to comply with European rules rather than new hires.

“We have concentrated on making sure internal people can meet their potential, introduced a lot of mentoring, ensured that we always consider a female candidate and looked at things that have historically slowed down hiring women,” said Man’s chief executive officer, Luke Ellis.

Women held 13 percent of investment management roles at Man Group globally in 2018, up from 11 percent in 2017 and 8 percent in 2013, a source familiar with the matter told Reuters.

THE SLEAZY BITS

Interviews with nine women who work or worked as portfolio managers in Britain and the United States, said hedge funds could be a tough sector for female investment managers. Some of them had experienced disparaging comments about their appearance or their investment abilities.

Male colleagues making unwelcome advances at female co-workers on nights-out was not an unusual occurrence, according to seven women who worked in a variety of different roles for hedge funds, including as traders.

One hedge fund reassigned the female toilet on the trading floor as a men’s toilet, meaning women on the investment team had to walk to another part of the building, two of the women said.

None of the women, who requested anonymity to avoid damaging their careers, worked at the hedge funds named in this story.

Clare Flynn Levy, a former hedge fund portfolio manager who now runs her own behavioral analytics company, said women might put up with a toxic work culture for a while but ultimately they tended to leave.

“In retrospect, I think I used a combination of working very hard, laughing off the sleazy bits and occasionally putting my foot down if I felt someone had crossed a line,” she said.

Slideshow (3 Images)

Kosenko, the recruitment consultant, said she has had a hard time convincing women to join hedge funds where they might be the first female on the trading floor.

But with investors increasingly considering diversity when deciding where to put their money, some hedge funds are looking to shake up their ranks. Last year, Kosenko had five meetings with hedge fund clients about hiring women. In the first few months of this year, she has had four.

“I think in general the big trend is let’s grow the talent and let’s go outside of what we are used to — white males from Goldman Sachs,” she said.

Additional reporting by Svea Herbst in Boston and Carolyn Cohn and Kirstin Ridley in London. Editing by Carmel Crimmins

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Anti-stall system active before Ethiopian 737 MAX crash: sources

Anti-stall system active before Ethiopian 737 MAX crash: sources

WASHINGTON/PARIS (Reuters) – An anti-stall system at the center of a probe into the crash of a Boeing 737 MAX jetliner in Indonesia five months ago was also at play when an identical aircraft crashed in Ethiopia earlier this month, three people briefed on the matter said.

FILE PHOTO: Ethiopian Federal policemen stand at the scene of the Ethiopian Airlines Flight ET 302 plane crash, near the town of Bishoftu, southeast of Addis Ababa, Ethiopia March 11, 2019. REUTERS/Tiksa Negeri/File Photo

Data pulled from the Ethiopian Airlines flight recorder suggests the so-called MCAS system, which pushes the nose of the jet downwards, had been activated before the jet ploughed into a field outside Addis Ababa on March 10, the people said, speaking on condition of anonymity ahead of an interim official report.

Boeing and the Federal Aviation Administration declined to comment on the data, first reported by the Wall Street Journal.

It is the second related piece of evidence to emerge from the black boxes of Ethiopian flight 302 after an initial sample of data recovered by investigators in Paris 11 days ago suggested similar “angle of attack” readings to the first crash.

These initial airflow readings from the Ethiopian jet, first reported by Reuters, refer to stall-related information needed to trigger the automated nose-down MCAS system.

The system is designed to be activated only when the angle of attack – measuring the way the wing cuts through the air – has become too high to avoid the plane stalling or losing lift.

However, it was not immediately clear whether the system on the Ethiopian jet was responding to faulty sensor data, as in the case of the earlier crash, or genuine stall indications.

Ethiopian, French and U.S. officials have said there are similarities between the two accidents, which led to the worldwide grounding of the recently introduced 737 MAX.

An Ethiopian-led investigation is trying to establish whether the system overpowered the pilots, a leading scenario in the Lion Air crash, and what action was taken by the crew.

Boeing has suggested using two existing cut-out switches could have prevented the Lion Air disaster, but it has also announced proposals to beef up the system and improve training.

Two of the people briefed on the matter said they presumed that the Ethiopian Airlines pilots did not hit the cut-out switches based on the airplane’s speed and fatal descent, but could not confirm that the data established that.

Reporting by David Shepardson, Tim Hepher, Editing by Sarah White

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Five ways to improve your website’s bounce rate (and why you should) Search Engine Watch

Five ways to improve your website's bounce rate (and why you should)

Five ways to improve your website's bounce rate (and why you should)

Bounce rate is the percentage of site visitors that land on your website and leave before viewing a second page. You can easily determine your website’s bounce rate by setting up Google Analytics.

Now, if you’re thinking this isn’t such a big deal and that as long as they visit your website, irrespective of how long they spend on it or how many pages they view, they at least know your business exists, that’s not good enough. The longer visitors stay on your site, the more time you have to turn them into subscribers and customers. But how can you convince users to stick around longer and visit more pages?

Luckily, there are a number of easy and free ways to improve your website’s bounce rate and grow your business.

Here are five ways to improve your website’s bounce rate

1. Create content consistently

Creating content consistently is one of the best ways to keep users around longer and get them to view multiple pages. Useful, engaging content will drive traffic to your website. Once that traffic is there, they’ll stick around, keep reading, and eventually become a subscriber or customer if you have a wide array of informative blog posts for them to read. In fact, according to HubSpot, companies that published 16+ blog posts per month got about 4.5 times more leads than companies that published zero to four monthly posts.

So, create a content plan that’s consistent and offers something for everyone. Not everyone prefers written content, so include a mixture of formats such as written, video, infographics, audio recordings, and more.

Another important tip for your content: Practice effective internal linking. Relevant and useful internal links sprinkled throughout your content can guide users to more of your awesome content and keep them reading.

2. Add images and videos

Speaking of a mixture of formats, to improve your website’s bounce rate, be sure you add eye-catching images and videos to your website. Many users won’t spend a lot of time reading your website content, so you need to grab their attention with images and videos.

Add a large high-quality image or video to your homepage to grab the attention of viewers as soon as they see your site. Most websites do this while keeping everything else on the page simple, like the Panera website for example.

Example of images and video for website content

 

Image Source

If you don’t have the means to hire a photographer, you can find a ton of stunning, free stock images on a site like Unsplash.

3. Speed up your site

You may not have realized it before but your website speed is important for improving your website’s bounce rate. In fact, according to Google, 53 percent of mobile site visitors leave a page that takes longer than three seconds to load. And for every extra second that your page takes to load, the probability of users bouncing dramatically increases. So, don’t make your website visitors wait.

You can use a site like GTmetrix to test the speed of your site. Not only will it tell you what your site speed is, but it’ll also give you advice for improving it. If you’re running your website on WordPress, it would also be wise to download and install some free plugins like WP Smush and W3 Total Cache to help boost the speediness of your site.

4. A/B test

As you’re attempting to improve your website’s bounce rate, don’t leave it up to chance. You should be A/B testing everything in order to determine what’s working and what’s not. You might be surprised by the small things that can cause users to abandon your website. It might even be something as simple as the color of your call-to-action button.

So, perform A/B tests, or split tests, of every aspect of your website. Does your bounce rate improve with a popup on your homepage or does it get a bigger boost on another page? Does one font convert more visitors over another? Does showing or hiding a progress bar help or hurt your bounce rate? When we say A/B test everything, we mean everything.

5. Target abandoning visitors

Did you know that over 70% of people who leave your website will never return? If you don’t start to improve your bounce rate now, that’s a lot of potential leads and customers your business is missing out on. One effective way to stop those users in their tracks and get them to stay on your website longer, and eventually convert them into subscribers or customers is by utilizing exit-intent popups.

Example of utilizing exit-intent popups to improve site bounce rate

Image Source

Exit-intent popups are able to track when a user is about to leave your website and send them a targeted message at exactly the right time. Your popup can encourage website visitors to subscribe to your email list, download your lead magnet, or even offer a discount if they purchase. So, not only can exit-intent popups improve your bounce rate, but they can also boost your sales in an instant.

Got more points to share on improving bounce rates? Share them in the comments.

Syed Balkhi is an entrepreneur, marketer, and CEO of Awesome Motive. He’s also the founder of WPBeginner, OptinMonster, WPForms, and MonsterInsights. Syed can be found on Twitter 

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Australia’s Lendlease hires banks to run engineering unit sale: sources

BlueMountain names slate for PG&E board

SYDNEY (Reuters) – Australian construction firm LendLease Group has appointed Morgan Stanley and local adviser Gresham to run the sale of its underperforming engineering and services business (E&S), two people aware of the matter told Reuters on Thursday.

The investment banks have sent term sheets to a host or prospective buyers, added one of the sources who spoke on condition of anonymity because they were not authorized to speak to the media.

Representatives for Lendlease and Morgan Stanley declined to comment. Gresham did not return requests for comment.

The Australian developer wants to divest the E&S unit, which Bank of America Merrill Lynch analysts have said could fetch about A$500 million ($355.15 million) in cash proceeds, and focus on its other three units – construction, development and property investments.

In a presentation on Thursday, Lendlease said it expected to take a restructuring hit from the sale of between A$450 million to A$550 million.

LendLease last month reported a 96.3 percent drop in first-half profit, dragged down by the underperformance of the E&S businesses, which was hit by delays and low productivity in a tunneling project in Sydney.

Reporting by Paulina Duran; Editing by Kim Coghill and Rashmi Aich

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How to Update Old Content for Marketing

Why Content Marketing Fails, and How to Fix It

It’s no secret: Companies publish tons of content every year. Some of it attracts readers, some of it even goes viral, but, unfortunately, most of it falls flat.

Over time, it’s easy to end up with a large logjam of mediocre content. At my company, we call it the “content graveyard.”

You may think it’s not a huge concern; unfortunately, though, all that mediocre content is doing actual harm.

With all that dead content out there, it’s very possible you have multiple articles on the same topic essentially competing with each other for search rankings. Also, stale blog content can confuse your readers because it’s likely not aligned with the current direction of your industry, and maybe even your own company.


Ultimately, stale content breaks trust with your audience, hurts your reputation, and doesn’t position your company as the go-to resource in your industry.

The good news: you can do something about underperforming blog content.

You can take simple steps to update your blog content and get more ROI from existing efforts without having to publish anything new.

Three Steps to Refresh Your Content

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U.S. jury hits Bayer with $81 million in Roundup cancer trial

U.S. jury hits Bayer with $81 million in Roundup cancer trial

FILE PHOTO: Monsanto’s Roundup weedkiller atomizers are displayed for sale at a garden shop near Brussels, Belgium November 27, 2017. REUTERS/Yves Herman/File Photo

(Reuters) – A U.S. jury on Wednesday awarded $80.9 million to a man who claimed his use of Bayer AG’s glyphosate-based weed killer Roundup caused his cancer, in the latest legal setback for the company facing thousands of similar lawsuits.

The jury in San Francisco federal court said the company was liable for plaintiff Edwin Hardeman’s non-Hodgkin’s lymphoma.

Reporting by Alexandria Sage in San Francisco; editing by Bill Berkrot

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Reddit US ad revenues could top $100M this year amid added focus on ad products

Reddit US ad revenues could top $100M this year amid added focus on ad products

Over the past year, social community site Reddit has aggressively rolled out improvements to its ad offerings — introducing native promoted posts in its mobile apps, native autoplay video ads, calls to action in adsperformance-based ad units and app install ads. Now, new figures from eMarketer indicate the efforts are paying off, with the site expected to bring in $119 million in ad revenues in 2019, up from $77 million in 2018. That number is expected to double by 2021, when the research firm predicts Reddit will take in $262 million in ad revenue.

“Reddit’s users are tech-savvy and highly engaged, making them attractive to advertisers,” said eMarketer forecasting director Monica Peart. “A large portion are unique users, meaning they don’t use other social platforms. That means advertisers have the potential to reach new audiences in a highly targeted way.”

User numbers rising steadily. In addition to benefiting from the retooling of its ad ecosystem, Reddit is gaining from its major redesign roll-out last year. It has boosted views by building capabilities to host images and videos on the site itself — previously, users had to link out to include media in their posts.

Reddit may also be winning users due to increasing disaffection with Facebook and the privacy implications of its ad system. By contrast, Reddit’s users are anonymous, with accounts linked to usernames instead of real names, and the platform allows viewing by non-logged in users.

While eMarketer expects the number of U.S. logged-in user growth to slow after this year, the overall U.S. audience is expected to continue growing. By 2023 Reddit’s logged-in audience is expected to account for nearly 12 percent of all U.S. internet users.

Though Reddit ads are targeted by locations, interests, communities, devices and time of day, rather than by the more granular categories offered by Facebook, some advertisers are achieving results significant enough to bring them back.

Still, Reddit isn’t about to become one of the major internet ad players. eMarketers’s estimates give it just a 0.1 percent share of the U.S. digital ad market, and that dramatic doubling in revenues by 2021 still brings it only to 0.2 percent of the total.

eMarketer cites the site’s slow development of mobile apps — it only launched official iOS and Android apps in 2016 — as one reason it lags most other sites in mobile ad revenue. This year, mobile will account for 57.0 percent of Reddit’s ad revenues ($67.8 million), the research firm said.

Reddit’s other challenge is its free-for-all, often NSFW content, which some advertisers shy from.

“As a mix of forum and trending news site with a bit of social network, Reddit has operated on an ‘open internet’ ethos,” Peart said. “While that has yielded organic growth among a hard-to-reach audience, it has also meant a reality where controversial content is the norm. And in a news climate where missteps can tarnish results, that makes some digital advertisers nervous.”

Why you should care. Reddit may offer you the opportunity to reach a unique and hard-to-reach audience in an environment with less competition than other platforms. One other development to note is that Reddit in January brought aboard a new VP of ad products and engineering,  Shariq Rizvi, and, the company’s blog in late January stated its 2019 plans as including, “broadening our advertising tools and building even more comprehensive marketplace capabilities with performance advertising….” Worth keeping an eye on, for sure.


About The Author

Pamela Parker is Content Manager at Marketing Land, MarTech Today and Search Engine Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998. She’s a former managing editor of ClickZ, and worked on the business side helping independent publishers monetize their sites at Federated Media Publishing.

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