Reddit tests ads in search results on its app

Reddit has started testing advertisements in its in-app search results. The test lets advertisers reach users based on what they search for and how they discover content. It will first run with a select group of eligible advertisers.

The ads appear among the search results and carry a label marking them as sponsored content. Where they appear depends on the search terms and how closely an ad matches the query. Reddit said the aim is to help brands reach people who come to the platform looking for information, products and recommendations.

Reddit already shows ads across its feeds in several formats, including images, videos, sponsored posts and AMAs, as well as inside threads. Search is a new placement for the company. A search for "espresso station" could show ads for coffee machines, beans or mugs, while a search for "home office setup" could show ads for monitors, desks or chairs, one outlet noted in its example.

A drop in outside traffic

The test comes as Reddit keeps improving its search and discovery tools. The company has also seen a fall in traffic coming to it from search engines outside the platform. In the company's quarterly results update, chief executive Steve Huffman said that in October, referrals from external search fell by more than one million a week on average.

Reddit has not said how long the test will run or whether it will be extended to all advertisers. It has also not said how many users will see the search ads during the trial.

For Indian users and advertisers, the change is still limited to the test group. Reddit has not announced a date for wider rollout in India or other markets.