Reddit has started an alpha test for a new ad format called Interactive Ads. The format lets brands design in-feed interactive experiences for users. According to the company, the ads are built to work across Reddit’s communities and are powered by its Developer Platform.

How interactive ads work

Reddit’s Interactive Ads let users take part in activities within the ad unit itself. They run directly within user feeds, making them feel like part of the browsing experience. Instead of scrolling past a static image or video, users can now engage with quizzes, countdowns, dynamic reveals, or even brand-themed mini-games.

For example, Paramount Pictures used the format to promote its upcoming movie The Running Man, set to release on November 14. The studio created a movie-themed escape game featuring custom content capture and a teaser video available only after users completed the game. Other testers include Electronic Arts (EA), the Ad Council, and Red Bull.

Reddit says advertisers can either design fully customized ads or use ready-made templates that suit their creative goals and budget.

The company has been testing new ad formats to expand how brands can reach users within its communities. The Interactive Ads alpha appears to be part of this effort.

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