Reddit Launches “6-Second Engaged Video Views” Beta to Boost Video Ad Quality & Engagement

Reddit has rolled out a new optimization goal in beta: 6-Second Engaged Video Views. This feature is meant to help advertisers get more value from video ads by focusing on viewers who watch longer (at least 6 seconds), rather than just brief impressions. For publishers and adtech teams, this marks a shift toward more meaningful video metrics and cleaner ad spend.

What Is It & Why It Matters

• Higher Engagement, Better Results: Ads optimized for this goal target users who are more likely to watch longer stretches of video. In early tests, advertisers saw around +130% increase in view-through rate (VTR) and +71% improvement in video completion rate (VCR).
• More Efficient Spend: Rather than paying for fleeting views, this metric ensures ad spend goes toward users who show genuine interest. In tests, cost per view (CPV) dropped significantly—some advertisers saw as much as an 83% reduction in CPV when using this goal with automatic bidding.
• Focus on Meaningful Metrics: The aim is to move beyond vanity metrics like two-second views, and instead value deeper engagement. That better aligns with how video content builds brand story, recall, or interest downstream.

Key Features & How to Use It

• Advertisers need to use video assets that are at least 6 seconds long for this objective.
• When creating or editing campaigns, you choose “Video Views” as the objective, then select the 6-Second Engaged Video Views optimization under bidding & delivery settings.
• Bidding options include Typical modes like Lowest Cost (maximizing view quantity) or Cost Cap (controlling the cost you pay per 6-second engaged view).

Also Read: Amazon Ads and Netflix Unite to Enable Programmatic Buying on Streaming Ads

Implications for Publishers & AdTech Professionals

• Higher Value Video Inventory: Publishers whose placements deliver these longer engagements may see increased demand and potentially premium rates, since these views are more “meaningful” from an advertiser’s perspective.
• Creative Strategy Adjustments: Ads may need to be rethought to keep the audience engaged for at least 6 seconds—strong openings, narrative pull, visual hooks, or storytelling built to grab attention early.
• Measurement & Analytics Ramps Up: Adtech platforms and publishers will need capability to report these deeper engagement metrics clearly-VTR, VCR for 6s views-so marketers can compare what works and allocate budget accordingly.
• Better ROI Attribution: With ad spending focused on users likely to watch longer, advertisers can expect clearer signal for how video ads contribute toward downstream outcomes-brand lift, recall, or conversions.

Strategic Tips for Early Adopters

• Test side-by-side: run some campaigns optimized for 6-second engaged views versus standard video views to see how performance and cost differ.
• Audit video creative: ensure first few seconds are compelling (visually, audibly) to reduce dropoff.
• Leverage bidding strategy: try automatic bidding modes; cost-cap options might better control budget exposure while you test.
• Consider inventory sources: placements where users are more likely to watch longer may perform better—context matters.

Bottom Line

The “6-Second Engaged Video Views” beta on Reddit signals a move toward quality over quantity in video advertising. For publishers and adtech teams, it presents an opportunity to deliver more engaging video ad experiences, to sharpen creative strategies, and to align measurement frameworks with deeper user behavior. Early adopters who optimize for engagement, not just views, will likely see stronger returns as this metric gains traction.