Reddit has introduced a new 15-second Engaged Video Views optimization goal, giving advertisers a way to target users more likely to watch longer video ads while testing whether additional viewing time translates into stronger campaign performance.
The new objective is now available in public beta to advertisers globally and expands Reddit’s existing video advertising options beyond its six-second Engaged Video Views goal.
Under the new system, a video longer than 15 seconds records an engaged view when a user watches for at least 15 seconds. For ads that are 15 seconds or shorter, the viewer must watch the video to completion for it to qualify.
Reddit is positioning the format for campaigns where the message requires more time to develop, including product demonstrations, trailers, feature explainers, testimonials and brand storytelling. Its existing six-second optimization remains intended for shorter creative and campaigns focused on capturing attention more quickly and at greater scale.
The objective also changes how advertisers can allocate spending toward video engagement. Advertisers pay for views that meet the engagement criteria, while automated bidding options including Lowest Cost and Cost Cap can be used to manage campaigns without relying on manual cost-per-view bidding.
Early testing suggests the longer optimization window can significantly change video engagement metrics. According to Reddit internal data covering alpha tests between May and July 2026, campaigns using the 15-second objective recorded an average 51% increase in 15-second view-through rate and a 71% increase in video completion rate.
The Times was among the advertisers testing the format. According to Reddit Ads Manager data, its campaign using 15-second Engaged Video Views generated a 91% increase in video completion rate, a 32% improvement in click-through rate and a 33% reduction in cost per completed view.
Advertisers participating in the public beta can directly compare the new objective with Reddit’s six-second option using Reddit Split Testing. The feature enables controlled experiments within Ads Manager, allowing marketers to compare strategies while keeping other campaign variables consistent.
Reddit recommends running eligible tests at the ad group level for at least two weeks and using automated bidding, with Lowest Cost as the preferred bidding strategy. Campaigns should also remain active throughout the testing period. View-through rate and cost per view can be included in post-campaign reporting during the beta.
The ability to compare six- and 15-second optimization gives advertisers a way to evaluate whether longer attention produces enough incremental value to justify prioritizing it. Marketers can also assess the strategies against downstream metrics such as conversions, cost per acquisition and brand lift rather than treating longer watch time as an end result on its own.
The rollout comes roughly a year after Reddit introduced its six-second Engaged Video Views objective. That product similarly optimized delivery toward users likely to watch an ad for at least six seconds or through completion, establishing the shorter engagement benchmark that advertisers can now compare against the new 15-second option.
The expansion reflects a broader effort by social platforms and advertisers to measure video performance beyond initial impressions or brief exposure. For Reddit advertisers, the addition creates two distinct optimization paths: shorter views aimed at capturing attention quickly and longer views designed for creative where the message depends on sustained viewing.
During the beta period, the key question will be whether the additional attention measured by the 15-second objective translates beyond video metrics into stronger business outcomes. Split testing between the two goals gives advertisers a way to measure that difference campaign by campaign rather than assuming longer viewing automatically delivers greater value.
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