Reddit is testing ads in search results in the app, as the platform looks for more ways to help advertisers align with discovery behaviors.
As shown in these example screens, Reddit’s search ads will be targeted by query, and will include a small ad marker in the upper section of the panel.
As explained by Reddit: “People come to Reddit seeking human perspectives and experiences they can’t find elsewhere, with half of Reddit users saying the platform helps them discover something new. As we continue improving the user search experience on Reddit, we’re also beginning to test ad placements in search. These placements leverage existing ad targeting in search results pages on Reddit, which have high purchase and search intent.”
Reddit said the promotions will be shown in search results based on a range of factors, though these will primarily be aligned with contextual relevance.
Reddit has been working to improve its discovery tools as the app tries to help users find more relevant matches for their queries.
In July, Reddit published a study that found that 72% of its users come to the platform seeking information, and 64% of them have a specific goal in mind.
That also aligns with how Reddit gains traffic from search results, since the platform gets significant citation volume from AI chatbots.
However, AI traffic has started to dry up. Last week, as part of its Q3 performance update, Reddit CEO Steve Huffman said that the company’s search traffic dropped by more than 1 million referrals per week on average in October.
That could reduce the value of its own in-app discovery process, though Tuesday’s announcement suggests that Reddit is clearly hoping to maintain its value as a product discovery tool.
Reddit said that it will initially test ads in search with a select group of eligible advertisers.
