Reddit Ads Introduces 15-Second Engaged Video Views Optimization

Reddit Ads Introduces Optimization for 15-Second Video Views: New Engaged Video Views

On September 1, 2026, Reddit introduced 15-second Engaged Video Views, a new video advertising optimization goal that helps advertisers reach users willing to spend more time watching an ad.

Advertisers can now optimize campaigns not only for short views but also for users who watch a video to completion or for at least 15 seconds.

The new feature is primarily designed for advertising that needs time to explain product benefits, demonstrate how a product works, or tell a brand story in sequence. Examples include technology reviews, software presentations, automotive videos, customer testimonials, and entertainment trailers.

15-second Engaged Video Views is available to advertisers worldwide in public beta.

How Reddit Ads Video Optimization Has Evolved

Before September 2025, Reddit primarily offered video ad optimization for short, two-second views. This model could generate broad reach, but two seconds is not always enough for users to understand an advertising message.

In September 2025, the platform introduced 6-second Engaged Video Views, optimizing toward users more likely to watch an ad for at least six seconds or complete a shorter video.

As a result, advertisers gained the option to pay for longer engagement with video content, and Reddit's algorithm began considering the likelihood of such a view when delivering ads.

Our previous article covers that update in greater detail: Video Ads on Reddit: Optimize for 6-Second Viewing.

In January 2026, six-second optimization became generally available. According to Reddit, its implementation helped advertisers significantly increase the share of longer views and reduce the cost of a target video view.

The new 15-second optimization builds on that approach. Instead of having only one engaged-view optimization option, advertisers can now choose between two levels of viewing duration.

What Changed With 15-Second Engaged Video Views

The new tool lets advertisers optimize ad delivery toward users who are more likely to watch an ad to the end or for at least 15 seconds.

The counting rules depend on video length:

• Videos up to and including 15 seconds: A target view is counted when the user watches the entire video.
• Videos longer than 15 seconds: A target view is counted once the user reaches the 15-second mark.

For example, if an advertiser promotes a 12-second video, the user must watch it in full. If the video is 45 seconds long, the target action is counted after the first 15 seconds.

This is an important distinction from ordinary video playback metrics.

Advertisers do not simply measure how many users complete a video. They select a corresponding optimization goal, and Reddit's algorithm attempts to deliver ads to an audience more likely to take that particular action.

The payment model changes as well: selecting 15-second Engaged Video Views uses Cost Per View (CPV), meaning advertisers pay for views that meet the specified criterion.

However, a 15-second view does not mean a user necessarily remembers the ad, is interested in the product, or is ready to make a purchase. It measures the duration of engagement with video content, not an actual conversion.

How 6-Second and 15-Second Engaged Video Views Differ

Both optimization goals are intended for video advertising, but they serve somewhat different marketing needs.

The 15-second optimization should not automatically be considered better than the six-second option.

Consider an online clothing store advertising a new collection. Within a few seconds, a video can show several outfits, the brand name, and a discount. For this kind of advertising, a six-second view may be entirely sufficient.

But if a brand produces a video about its manufacturing process, material characteristics, or quality of tailoring, viewers need more time to understand the product's advantages.

In that case, optimizing for 15-second views may be more appropriate.

The key principle is to choose the target viewing duration based on the advertising message rather than pursuing the longest possible view at any cost.

How to Launch 15-Second Engaged Video Views in Reddit Ads Manager

The new goal is available under the Awareness and consideration campaign objective.

Using it does not require separate certification or participation in a closed test: Reddit announced a worldwide public beta for advertisers.

Setup takes place in Reddit Ads Manager:

1. Open Reddit Ads Manager and create a new campaign.
2. Select the Awareness and consideration campaign objective.
3. Open the Ad Group settings and define the audience, geography, placements, and other targeting parameters.
4. In the optimization settings, choose 15-second video views (beta).
5. Set the budget and select a bidding strategy.
6. Add the video, review the ad, and launch the campaign.

Two main automated bidding strategies are available.

Lowest cost — The algorithm attempts to generate as many target views as possible within the advertising budget. The advertiser does not need to set a bid per view manually.

Cost cap — The advertiser sets a target cost limit, and the system attempts to generate target views within that guideline.

An overly strict cost limit can reduce the number of available auctions and result in underspending the budget.

Optimization is configured at the ad group level. Because changing the selected optimization goal in an existing group may not be available, it makes sense to create separate test groups in advance to compare six-second and 15-second views.

Which Advertisers Can Benefit From 15-Second Optimization

The new format can be particularly useful for companies whose products require additional explanation before purchase.

Electronics and Technology Products

When promoting smartphones, gaming devices, home appliances, or other technology products, shoppers often need to see the product in action.

A short video can draw attention to a device's design but may not provide enough time to explain its functionality.

Optimization for 15-second views helps advertisers find users willing to spend more time watching a demonstration of product capabilities.

For example, a gaming device manufacturer could use the opening seconds to attract attention, then show gameplay and close with the product's main benefits.

Software and B2B Services

Selling enterprise software often requires explaining complex functions.

Advertisers need to present the problem the product solves, demonstrate the interface, and explain the outcome of using it.

Six seconds may not be enough for these tasks.

15-second Engaged Video Views can help promote more substantive SaaS product demos, instructional videos, and short presentations of individual features.

However, a video view should be treated as an intermediate advertising interaction, not a replacement for qualified leads or demo requests.

Automotive and Products With Long Consideration Cycles

When buying a car, expensive furniture, or another high-value product, consumers typically investigate several options, compare specifications, and read reviews.

Video can show products from different angles, explain their features, and build trust in a brand.

For these categories, a longer introduction to the product may be more valuable than a brief accidental view.

Entertainment, Games, and Media

Reddit specifically identifies movies, television projects, and video games as promising categories for the new optimization goal.

A trailer needs time to introduce the story, atmosphere, and characters.

Optimizing for 15-second views may therefore align better with the advertising goal than maximizing the number of short ad exposures.

Early Test Results: What Reddit and Advertisers Report

Reddit published results from its May–July 2026 alpha test of 15-second Engaged Video Views.

According to the company, advertisers achieved the following averages:

• +51% in 15-second View-Through Rate (VTR15) — the share of views reaching 15 seconds.
• +71% in Video Completion Rate (VCR) — the share of completed video ad views.

These results suggest that the new optimization can increase the duration of user engagement with video ads.

However, these are Reddit's internal figures and should not be assumed to apply to every campaign or advertising category.

The Times Case Study: 33% Lower Cost per Completed View

British publication The Times was among the first advertisers to test the new optimization.

The company used video featuring its journalism and wanted to increase how long audiences engaged with its content.

The test compared campaigns optimized for six-second views and 15-second views.

According to Reddit's published case study, the 15-second Engaged Video Views version delivered the following results:

These results are especially interesting because both viewing duration and the ad click-through rate improved.

However, they do not prove that the new format will deliver a similar CTR increase or cost reduction in every other category.

JCPenney Case Study: Deeper Brand Engagement

American retailer JCPenney, together with agency dentsu X, also tested optimization for 15-second views.

The company aimed to demonstrate its styles, product range, and value proposition using longer videos.

In a comparative test, 15-second optimization outperformed six-second optimization on user engagement.

Reddit reports improvements in video viewing and reception of the advertising message but does not publish enough numerical information to independently calculate changes in CPA, ROAS, or the test's impact on sales.

The case illustrates that longer views can help generate brand interest, but do not directly prove increased revenue.

How to Properly Compare Six-Second and 15-Second Optimization

Reddit recommends using the built-in Split Testing tool in Ads Manager.

During the beta, advertisers can compare 15-second Engaged Video Views with the existing six-second goal.

The platform recommends running experiments at the ad group level for at least two weeks, using automated bidding, and avoiding pausing campaigns during the test period.

Several metrics are useful for comparison.

Cost Per View (CPV). The cost of a view meeting the selected goal. However, comparing CPV for six and 15 seconds is not fully like-for-like: the advertiser is buying actions requiring different viewing durations.

View-Through Rate (VTR). The share of views reaching the specified time threshold. Use the same metric definition for a valid comparison.

Video Completion Rate (VCR). The share of viewers watching the video to the end.

CTR. The share of users clicking on the ad. This helps reveal whether a longer view leads to additional interest.

Conversions and CPA. If a campaign is intended to attract customers or leads, advertisers also need to assess users' subsequent on-site actions.

For example, the new optimization may lower the cost per completed view without affecting sales. In that case, its effectiveness would be evaluated differently for brand advertising and performance campaigns.

Video length is especially important. If six-second and 30-second videos are compared, differences may reflect the creative itself rather than only the algorithm's settings.

For a cleaner experiment, use comparable creatives, audiences, budgets, and campaign dates.

Affect's Take: Viewing Duration Should Match the Advertising Goal

Reddit continues to expand its video advertising tools, allowing advertisers to choose not only an audience and budget but also the desired duration of engagement with their message.

After launching six-second optimization in 2025, the platform introduced the next level: 15-second Engaged Video Views.

The new feature is particularly relevant to technology manufacturers, B2B companies, automotive brands, game studios, and advertisers who need more time to explain their offering.

However, longer views do not always mean better advertising outcomes.

If the goal is a quick introduction to a product, six-second optimization may deliver more efficient reach. If the ad needs to demonstrate a product, explain its capabilities, or build trust, testing the 15-second goal makes sense.

Reddit's preliminary results and published case studies from The Times and JCPenney point to the tool's potential, but do not yet justify universal conclusions about its impact on sales.

Affect recommends selecting optimization goals based on the advertising message and the role of video in the marketing funnel. Performance should be assessed not only by the cost and duration of views but also by subsequent actions, including website visits, qualified leads, and purchases.

Sources

1. Reddit for Business — Capture attention that lasts with 15-second Engaged Video Views, September 1, 2026
2. Reddit Ads Help — Campaign Objectives
3. Reddit Ads Help — Budgets and Bidding
4. Reddit for Business — The Times 15s Engaged Video Views Case Study
5. Reddit for Business — JCPenney Engaged Video Views Case Study
6. Social Media Today — Reddit launches 15-second video views ad goal, September 1, 2026
7. Affect — Video Ads on Reddit: Optimize for 6-Second Viewing, October 25, 2025