What is it? Reddit has launched a new ad format which allows advertisers to create interactive custom ads on the platform.
Interactive how? Brands can build ads on Reddit that invite users to interact with the ad within their existing feed. The format has templates like quizzes and countdowns available for small to medium sized businesses, or larger organisations can work with Reddit’s in-house creative strategy unit, KarmaLab, to create custom games.
Who’s using it? The new format is being put to the test by Paramount in a campaign to promote its new film, The Running Man, through a game called Dodge the Drones, created by KarmaLab and production house Hi from the Future. Users can play as the film’s protagonist, Ben Richards, as they evade drones and sprint to an escape door which takes them to an exclusive clip from the movie.
Other brands making early use of Interactive Ads include EA, Ad Council, and Red Bull. It is expected to be rolled out to all managed advertisers in 2026.