Big Move! Reddit Partners With Agency OMG

In order to continue to expand advertising opportunities, American social news website Reddit recently announced a new enterprise partnership agreement with Omnicom Media Group (OMG). Notably, this is the first time the platform has reached a similar agreement.

Let’s first look at the two partners. There are more than 52 million active users every day on the social news website Reddit platform, covering 100,000 different subreddits (subreddit refers to the interest-based community on Reddit).

As of February 2021, Reddit became the 18th most visited website in the world and the 7th most visited website in the United States, according to Alexa Internet.

Through its various agencies, OMG has covered more than 5,000 advertisers in more than 100 countries/regions.

Under the new partnership, OMG’s agency brands, including Hearts & Science, OMD, PHD and Resolution, are able to access a range of strategic and commercial benefits to enhance their advertising efforts on the Reddit platform.

OMG clients have privileged access to Reddit's advertiser-facing tools, including Reddit's creative strategy team, education and training tools, innovative products like early ad product and feature testing, measurement and reporting, data and Reddit's unique insights capabilities.

With access to these tools, teams and resources, OMG customers will be able to engage with Reddit users more effectively.

This partnership between Reddit and Omnicom is similar to the deal between TikTok and WPP last month in that it represents a partnership between the social media company and a specific large agency group.

Reddit and OMG said their partnership is significant because interaction through interest-based platforms provides brands with the opportunity to connect with consumers. Predictably, this new partnership is expected to bring huge growth opportunities for Reddit and advertisers.

Over the past few years, Reddit has been working to effectively clean up its platform to maximize its advertising potential. Over time, Reddit users have become more accustomed to in-stream ads and sponsored posts on the platform.

Sal Candela, President of OMG US Investments, also mentioned: “At a time when brands are focusing more than ever on building emotional connections with consumers, Reddit’s community provides brands with a unique opportunity to interact with customers.”

Although Reddit is not the main battlefield for sellers to place social ads, this cooperation also highlights Reddit's increasing emphasis on advertising activities. This may bring new development opportunities to advertising campaigns, and sellers can also pay more attention to it.