Reddit has carved out an upper funnel niche for brand advertisers

Reddit’s ad business has been on the rise in recent quarters. For marketers, the platform has become a useful avenue to target specialist audiences with brand awareness messaging.

According to five media buyers who spoke with Digiday, the platform is attracting between 5-20% of paid media budgets from some brands, including retailers and beverage advertisers.

“This year we have more clients either who have just launched [on Reddit], or are getting ready to launch, than we’ve ever seen before,” said Kira Henson, director of paid social and search at media agency Good Apple.

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