Reddit has introduced a new open-ended advertising format, 'free-form ads', to allow advertisers to explore different types of creative to build a bespoke brand experience, facilitate in-depth conversation with Reddit audiences and share a comprehensive voice on platform.

The ad format is inspired by the platform's megathread post types, which are known by users as a one-stop-shop for discussions about popular topics.

Like the megathread, free-form ads will encourage multiple users to come together, get the information they need and deep dive into the topic at hand. The format is designed to be a platform to launch a product, introduce a brand to a new audience or share a seasonal shopping guide.

The free-form ads are intended to mimic the way Reddit users interact with each other on the platform. Early testing with brands such as Philadelphia cream cheese and Leica has reportedly shown that free-form ads outperform other ad types in average click-through rate (CTR) by 28%. The new ad format also appears to boost community engagement when comments are enabled. This development follows last week's announcement of Reddit Pro.

“Free-form ads give advertisers the flexibility to build an ad of any length, using multiple media types, with a look and feel that’s native to the platform. This format encourages a mix of content, context and creativity from brands, while driving strong performance and brand awareness,” said Jim Squires, EVP of Business Marketing and Growth at Reddit. “Free-form ads are unique to Reddit and its one-of-a-kind communities. As we continue to invest in our ads product roadmap, it’s important to draw from what people love most about Reddit and create opportunities for businesses to be a part of that.”