Reddit has introduced Reddit Community Intelligence, a new engine for artificial intelligence (AI) advertising tools, at the Cannes Lions International Festival of Creativity on Monday. The announcement comes as the community-based social media platform completes its 20th anniversary. Highlighting on the same, the company said the AI engine will offer new ad tools that leverage on the platform’s years’ worth of user discussions and opinions. Currently it is testing two ad products — Reddit Insights, a marketing analysis tool, and Conversation Summary Add-Ons, which adds positive user posts next to an ad.
In a blog post, the San Francisco-based social media company detailed the new AI-powered ad tools and how it is bringing out the user-driven collective intelligence via its Reddit Community Intelligence engine. The AI suite converts the platform’s more than 22 billion posts and comments into structured intelligence to help brands make “smarter marketing decisions,” the company said. Notably, both the advertising tools from the company are currently in early stage.
Reddit Insights
Photo Credit: Reddit
The first ad tool is Reddit Insights. The company describes it as an AI-powered social listening tool that brings out actionable insights from ‘Reddit’s 20 years of conversations.” It is essentially a monitoring dashboard with several analysis tools that allow marketers and ad professionals to explore and compare various campaign topics, as well as understand cultural trends and users’ purchasing journeys.
When a user explores a topic, Reddit Insights will show several metrics such as a summary of conversations on the topic, top subreddits associated with that topic, trends, as well as the top posts. The toolset can also be used to check information around brand perception as well.
Publicis Media, a French advertising and PR firm, is one of the early testers of the ad tool. Reddit claimed that the firm has used the Reddit Insights to validate creative concepts, check competition analysis, discover consumer need and feedback, understand brand sentiment, and to foresee cultural trends.
Conversation Summary Add-Ons
Photo Credit: Reddit
The second AI ad tool is Conversation Summary Add-ons. The feature uses AI to integrate positive user posts about the brand or the product underneath the ad. An AI-generated summary based on the posts is also shown. The company claims this integration will deliver “social proof” and will help consumers make decisions faster.
Based on internal testing, Reddit claimed that the ad tool results in a 19 percent higher clickthrough rate (CTR) compared to standard image ads. Some of the early adopters of the feature include game developer Jackbox Games and the US-based electric vehicles (EV) company Lucid.
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