Reddit is entering into a closer partnership with Omnicom Media Group as part of its push to grow advertising on the site, and as it hopes to become a more mainstream destination in the wider digital media landscape.
On Thursday, Reddit announced what it called its first “enterprise partnership,” which deepens a relationship it already was building with OMD, the global holding company. Reddit and OMD have been working together on ad programs like brand safety initiatives that give advertisers greater controls over where ads appear on the website. Reddit also has been developing new ad products, ad technology and creative services for brands.
“We’ve been working with Omnicom Media Group for some time to help their agencies and clients navigate this shift towards online communities and ensure their effective place within them,” said Andrew Abbott, Reddit’s global agency lead for OMG. “Formalizing this partnership is a logical and exciting next step towards greater collaboration and client success.”
Reddit said the expanded partnership will give Omnicom agencies more access to its internal creative team, training tools, and priority to test new ad products. No details were provided about the terms of the deal, or how much money Omnicom committed to spend on Reddit in the coming years.