Reddit partners OMG to give advertisers commercial benefits

Reddit has tied up with Omnicom Media Group (OMG) globally to provide the clients of its four agencies (OMD, PHD, Hearts & Science, and Resolution) access to a range of strategic and commercial benefits. As part of the partnership, OMG clients will have access to various resources by Reddit. This includes its creative strategy team, education and training tools, innovation offering (including early ad product and feature testing), measurement and reporting, data, and its "unique insights capability". With increased access to these tools, teams and resources, Reddit said OMG clients will be able to more effectively engage with its 52 million daily active users. The collaboration is said to be "a first for Reddit", and looks to enhance the value of OMG agencies' media spend on the online platform. 

According to Andrew Abbott, Reddit’s global agency lead for OMG, the partnership comes as the platform and agency see an outflow of media consumption from people-based platforms, and an inflow towards interest-based platforms. “We’ve been working with Omnicom Media Group for some time to help their agencies and clients navigate this shift towards online communities and ensure their effective place within them. Formalising this partnership is a logical and exciting next step towards greater collaboration and client success," Abbott added. 

With more than 100,000 communities dedicated to different topic topics, Reddit said in a press release that its advertising business is continuing to grow at pace, as brands engage with the its users. Furthermore, Reddit said the conversations, advice and recommendations that take place within its online communities brings "immense opportunity" for brands and advertisers, as they often have the power to proliferate to the real world. According to the Wall Street Journal, the online platform claims to have 52 million daily active users in October 2020. MARKETING-INTERACTIVE has reached out to Reddit for additional information. 

Sal Candela, OMG's president, US Investment, said: "“At a time when brands are more focused than ever on building an emotional connection with consumers, Reddit’s communities offer a unique opportunity for brands to engage with customers around their passion points. Candela added that this partnership exemplifies OMG’s commitment to assure a competitive advantage for its clients through its partnerships.

Besides this collaboration, Reddit and OMG have also been working together over the past several months to advance brand safety for advertisers through OMG’s Council on Accountable Social Advertising (CASA), an initiative created to give advertisers more control over where their ads appear on social media platforms. One of six social media brands and more than 70 clients participating in CASA, Reddit was the first platform to endorse all four “pillars” of the CASA initiative – including adjacency controls and dashboards, third party verification, and violation prevalence reporting – designed to bring the same level of control to the social ecosystem as is available in traditional media channels. Through this partnership, Reddit said it is committed to provide all advertisers maximum choice, control, and confidence in every aspect of their campaigns with the platform, including where their ads appear adjacent to.

In 2019, Reddit also collaborated with Oracle's Data Cloud offering to provide new brand safety controls for its advertisers around a real-time feed of user-generated content. Leveraging Oracle’s Contextual Intelligence technology, the integration was said to provide real-time content review and classification across industry-standard brand safety categories. This ultimately aims to give advertisers control over where, and around what content, their campaigns run.

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