Reddit Takeover Ads: Premium Placements Explained
Reddit takeover ads are premium advertising placements that provide exclusive or prominent visibility across Reddit's highest-traffic areas. Unlike standard promoted posts that compete in the feed, takeovers guarantee prominent placement and higher share of voice.
This guide explains the available takeover options, when they make sense, and how to execute them effectively.
Types of Reddit Takeover Ads
Trending Takeover
Trending Takeover places your brand at the top of Reddit's Popular tab—the highest-traffic area on the platform.
Features:
- First ad position in Popular feed
- Appears to all users browsing Popular
- 24-hour exclusivity window
- Premium CPM pricing
Best for:
- Product launches
- Major announcements
- Tentpole campaigns
- Mass awareness goals
Availability: Limited slots per day; requires advance booking and minimum spend commitments.
Category Takeover
Category Takeover dominates an entire content category across Reddit:
Features:
- First position in category-specific feeds
- Reaches users browsing that interest area
- 24-hour exclusivity within category
- More targeted than Trending Takeover
Available categories include:
- Gaming
- Technology
- Sports
- Entertainment
- News
- Finance
Best for:
- Category-relevant brands
- Industry-specific launches
- Targeted awareness campaigns
Front Page Takeover
First position on Reddit's Front Page (logged-out users):
Features:
- Prominent placement for new/logged-out visitors
- High visibility during first site interaction
- Premium pricing with limited inventory
Best for:
- Brand awareness campaigns
- Reaching new Reddit users
- Broad audience initiatives
Subreddit Takeover
Dominate a specific subreddit for a period:
Features:
- Top ad position within target subreddit
- Reaches highly engaged community members
- More accessible than platform-wide takeovers
- Available through standard auction bidding
Best for:
- Niche community targeting
- Community-specific campaigns
- Budget-conscious premium placement
When to Use Takeover Ads
Product Launches
Takeovers maximize visibility during launch windows. When you have one shot to announce something new, guaranteed prominent placement ensures your audience sees it.
Example: A gaming company launching a new title takes over the Gaming category on launch day, ensuring every gaming enthusiast on Reddit sees the announcement.
Major Announcements
Company news, funding rounds, major partnerships, or significant updates benefit from takeover visibility:
- Ensure key stakeholders see news
- Control the narrative with prominent placement
- Amplify PR efforts with paid support
Tentpole Events
Seasonal moments, cultural events, or industry occasions:
- Super Bowl timing
- Holiday shopping peaks
- Industry conference periods
- Cultural moments relevant to your brand
Competitive Moments
When competitors are active or distracted:
- Competitor launch dates (counter-positioning)
- Industry events where you're not present
- Moments when category attention is high
Takeover Ad Specifications
Creative Requirements
Takeover ads typically use standard Reddit creative formats with premium placement:
| Element |
Specification |
| Image |
1200 x 628 px (1.91:1) |
| Video |
MP4, up to 15 minutes |
| Headline |
300 characters max |
| Description |
Optional supporting text |
Creative guidance:
- Invest in high-quality creative for premium placement
- Consider video for higher engagement
- Ensure branding is clear and immediate
- Include strong CTA
Booking Requirements
Takeover ads require advance coordination:
- Lead time: 2-4 weeks minimum
- Minimum spend: Varies by takeover type and date
- Booking process: Contact Reddit sales or account team
- Availability: Limited inventory; popular dates book early
Costs and Budgeting
Pricing Models
Takeover ads typically use:
- Fixed CPM: Set rate per thousand impressions
- Fixed fee: Flat rate for the placement period
- Reserved inventory: Guaranteed impressions at premium rates
Budget Ranges
Approximate 2026 pricing (varies by market, timing, demand):
| Takeover Type |
Approximate Budget Range |
| Trending Takeover |
$50,000 - $200,000+ per day |
| Category Takeover |
$25,000 - $100,000+ per day |
| Front Page Takeover |
$30,000 - $150,000+ per day |
| Subreddit Takeover |
Auction-based (variable) |
Contact Reddit's sales team for current pricing and availability.
ROI Considerations
Evaluate takeover ROI differently than performance campaigns:
- Focus on awareness lift metrics
- Measure branded search increases
- Track downstream conversion impact
- Consider brand equity value
Takeovers are awareness investments, not direct response tools. Measure accordingly.
Best Practices
Plan Ahead
Popular dates book months in advance:
- Identify key dates early in annual planning
- Reserve inventory before competitors
- Build creative with sufficient lead time
- Coordinate with PR and other marketing
Maximize the Moment
Don't let takeover impressions go to waste:
- Align with broader campaign activity
- Coordinate PR, social, email around the moment
- Ensure website and landing pages are ready
- Plan follow-up retargeting for engaged users
Creative Excellence
Premium placement demands premium creative:
- Invest in production quality
- A/B test creative options before booking
- Ensure messaging is clear and immediate
- Consider platform-native aesthetics
Complement with Standard Ads
Takeovers work best with supporting campaigns:
- Run standard promoted posts before and after
- Retarget takeover-exposed users
- Build on awareness with consideration content
- Maintain presence beyond the takeover window
Measure Holistically
Track impact across channels:
- Branded search lift during/after takeover
- Direct traffic increases
- Social mention volume
- Downstream conversion lift
Alternatives to Takeover Ads
If takeovers exceed your budget, consider:
High-Frequency Campaigns
Run standard promoted posts at maximum frequency to similar effect:
- Higher impression share through aggressive bidding
- Target the same audiences
- Lower commitment, more flexibility
Subreddit-Focused Strategy
Dominate specific communities without platform-wide takeover:
- Target 5-10 high-value subreddits
- Maximize frequency within each
- Achieve takeover-like presence in niche
Conversation Ads at Scale
Heavy investment in conversation ads for engagement:
- Appear in comment threads
- Drive discussion around brand
- Build presence through engagement, not just impressions
For more on Reddit ad formats, see our guides on Reddit carousel ads and browse Reddit ads examples.
FAQs
How far in advance do I need to book a Reddit takeover?
Most takeover placements require 2-4 weeks minimum lead time. High-demand dates (holidays, major events, product launch seasons) may require 2-3 months advance booking. Contact Reddit's sales team early in your planning process to check availability.
Can small businesses use Reddit takeover ads?
Platform-wide takeovers typically require budgets beyond most small business ranges. However, subreddit-level takeovers through standard auction bidding are accessible at lower budgets. You can achieve takeover-like presence in niche communities through aggressive bidding on subreddit-targeted campaigns.
How do I measure takeover ad success?
Measure awareness metrics rather than direct response: brand awareness lift studies, branded search volume increases, social mention growth, and downstream conversion lift. Takeovers influence the top of funnel; track impact on consideration and purchase metrics over 30-60 days following the placement.
Key Takeaways
- Reddit takeover ads provide exclusive premium placements
- Trending, Category, and Front Page takeovers reach massive audiences
- Takeovers require advance booking and significant budgets
- Best for launches, major announcements, and tentpole moments
- Measure success through awareness lift and downstream impact
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