Reddit announced some enhancements to its Lead Gen Ads offerings, which aim to make it easier for marketers to gather leads from their in-app promotions, and feed those back to their CRM.
First, in order to improve lead generation performance, Reddit is expanding its artificial intelligence-powered Max campaigns to lead gen objectives, which will make it easier to build effective leads campaigns.
Reddit’s Max campaigns can provide assistance with all aspects of the ad process, including targeting, creative selection, ad placements and budget allocation.
Expanding these capabilities to lead generation could provide an easier path to building out lead generation workflows and driving better response.
Reddit also launched a test of in-market audiences, which will enable marketers to get their promotions in front of users who are actively researching products or services in specific categories.
At this stage, those categories are enterprise, business AI and cybersecurity, with more market sectors to come as the test evolves.
Reddit said that in early trials, advertisers using in-market audiences saw an average improvement of nearly 7% CPA compared to other first-party targeting options.
Reddit's also got a new HubSpot integration, which will provide more ways to manage in-app promotions, while it's also expanded its partner ecosystem to include more partner platforms, including Bombora, Demandbase, Clay, G2 and Octane 11.
The expanded partnerships will provide more ways to utilize off-site data in order to drive better ad targeting and performance in the app.
Reddit has become a bigger focus of late due to its popularity as a product research option. Indeed, Reddit said that more than 20 million business decision-makers come to its platform, and nine in 10 used the platform to research business products or services in the past year.
That could make it a valuable consideration for lead generation strategies.
