Reddit made Reminder Ads available to all advertisers globally on April 13, 2026, adding a time-based notification layer to standard image and video ad units on its platform. The format had been in beta since Q4 2025. It is now open to all advertisers running Awareness and Traffic objectives, with no special access required.

How Reminder Ads work

The mechanic is straightforward but technically layered. When a user sees a Reminder Ad in their feed, a "Remind Me" call-to-action button appears alongside the creative. Tapping it sets a notification. The button then changes to "Reminder Set," confirming the action. Redditors can also add the event directly to their calendar of choice at the same moment.

Two push notifications follow. The first arrives 24 hours before the scheduled event. The second triggers when the event goes live. Both are localized to the user's timezone - a technically relevant detail for global campaigns spanning multiple markets. Advertisers can attach an outbound destination link, meaning the second notification drives a final click to a landing page, ticketing site, or app at the precise moment of highest declared intent.

Beyond standard campaign metrics, advertisers gain one additional signal that most ad formats do not provide: a count of how many users chose to be reminded. According to Reddit's announcement of April 13, 2026, this figure functions as a measurable proxy for intent, separate from impressions and separate from clicks.

To run the format, advertisers select "Remind Me" as the call-to-action when building an ad inside Reddit Ads Manager. The format applies to both image and video creative. No custom build or separate approval process is required beyond the standard campaign setup.

The numbers

Reddit published two performance figures alongside the April 13 launch. Reminder Ads delivered a 21% higher click-through rate on the Traffic objective compared to standard image ads, according to the company. In early campaigns, the format produced a 3.1x higher CTR. These are Reddit's own internal figures and have not been independently verified by third-party measurement firms.

The most detailed case study in the announcement concerns Premier Boxing Champions, a live boxing event platform that needed to drive audiences to fights airing on Amazon Prime. The campaign used Reddit Reminder Ads with keyword, community, and interest targeting - specifically reaching redditors engaged in combat sports, professional boxing, and related categories. The results, according to Reddit, showed a 3.1x higher CTR than Meta, a 61% higher CTR compared to Premier Boxing Champions' own previous campaign, and a 25% lower cost-per-reminder versus their average.

According to Ryan Schuster, Director of Search & Social at Exverus by Brainlabs, the agency managing the campaign: "Reddit Reminder Ads were highly efficient in driving action from our target audience. Paired with the natural, regular use of Reddit for fans to engage with each other, it's the most effective activation we've used for Entertainment clients."

The boxing case illustrates the format's targeting logic. Reminder Ads are not designed to introduce a product to a cold audience. They are built for moments where a portion of the platform's users is already discussing the category - fights, game releases, product drops - and where a well-timed notification can convert existing interest into a click.

Audience and reach context

According to Reddit, the platform reaches more than 450 million weekly active users globally, across more than 100,000 active communities. That figure was corroborated by Reddit's Q4 2025 earnings, reported by PPC Land, which showed Weekly Active Uniques at 471.6 million - up 24% year-over-year - and Daily Active Uniques at 121.4 million, up 19%.

Reddit also cites audience exclusivity as a differentiator. According to the company, up to 36% of US redditors are not on Instagram. That proportion rises further for TikTok, Snapchat, and Pinterest. The implication for Reminder Ads specifically is that a notification delivered through Reddit is not simply re-pinging a user who already saw the same campaign elsewhere. For a meaningful share of recipients, the reach is genuinely additive.

That audience composition argument carries weight for brands whose media mix is already saturated on other platforms. For entertainment and gaming advertisers in particular - categories where Reddit communities actively count down to releases - the combination of audience depth, contextual relevance, and a timed notification mechanism is structurally different from running the same format on a general social feed.

Placement in Reddit's ad format expansion

Reminder Ads arrive as one element in a sustained product push that Reddit has been executing across its advertising stack since 2024. Interactive Ads launched in November 2025, allowing brands to embed countdown timers, quizzes, and custom experiences inside ad units - with Paramount Pictures, Electronic Arts, the Ad Council, and Red Bull among the initial alpha partners. Max campaigns launched in beta on January 5, 2026, using AI to optimize bidding, targeting, and creative selection, delivering 17% lower cost per action and 27% more conversions in split tests. Collection Ads and Shopify DPA integration followed on March 24, 2026, focused on lower-funnel commerce.

Reminder Ads occupy a distinct position in this lineup. They are not AI-optimized in the same automated sense as Max campaigns, nor are they commerce-focused like Dynamic Product Ads. They target the awareness and consideration window that precedes a purchase or attendance decision. The format is explicitly built for launches, drops, premieres, and limited-time moments - events where timing is the primary variable separating a conversion from a missed opportunity.

That sequencing matters for media planners. A typical entertainment campaign might use Interactive Ads or standard video to build awareness weeks before a premiere, shift to Reminder Ads to capture declared intent in the final days, and then rely on the notification mechanism to deliver the final click at the moment a show drops or tickets go on sale. The format does not replace other units. It adds a time-anchored layer.

Why this matters for the marketing community

The Reminder Ads launch carries a specific implication for performance advertisers: it introduces a durable intent signal - the "Remind Me" tap - that sits between a passive impression and a final conversion click. Most advertising formats produce impressions, clicks, or view-through data. The reminder count is something different. It represents a user-initiated opt-in to receive a time-specific notification, which is a qualitatively stronger signal than an unclicked impression.

PPC Land has tracked Reddit's advertising product development since the platform's early ad format tests, through the launch of Dynamic Product Ads in May 2025, optimization scoring in July 2025, and into the Q4 2025 earnings periodwhere advertising revenue reached $690 million for the quarter. The Reminder Ads general availability follows the pattern: a format tested quietly in a prior quarter, refined based on early campaign data, then pushed to global availability with a verified performance benchmark.

For brands managing event-driven campaigns - entertainment, gaming, retail sale events, product launches - the format addresses a practical gap. Push notifications are typically available only to apps with an installed base. Web-based advertisers or brands without high app install penetration have limited tools to deliver time-sensitive, user-consented notifications to a platform audience. Reddit's Reminder Ads thread through that gap by using the platform's own notification infrastructure. The user opts in; Reddit handles delivery.

The cost-per-reminder metric that Premier Boxing Champions reported - 25% below average - is also notable from a planning standpoint. If the metric holds across verticals, it suggests the format is efficient not just in driving clicks but in acquiring intent signals. That has measurement implications for brands trying to build mid-funnel metrics beyond reach and frequency.

The Pacvue integration with Reddit Ads, announced in March 2026, which brought Reddit into a commerce operating system alongside Amazon, Walmart, and Target, reflects how enterprise buyers are beginning to treat Reddit as a managed channel rather than an experimental one. Reminder Ads, now globally available with open access via Ads Manager, are consistent with that maturation: a format that enterprise planners can run at scale, with measurable outputs, without requiring custom builds or direct Reddit sales support.

Lauren Kroll, Senior Product Marketing Manager at Reddit, described the audience logic behind the format directly in the April 13 announcement blog post: when redditors engage with a Reminder Ad for an upcoming game release, product drop, or premiere, there is a high probability they were already exploring that category. The notification, in that framing, does not interrupt attention - it arrives with built-in context and anticipation already formed through prior community engagement.

That contextual argument is at the center of Reddit's pitch to advertisers across its entire ad product portfolio. PPC Land has noted this positioning repeatedly since Reddit began systematically expanding its advertising infrastructure in 2024. Reminder Ads represent its application to event-driven marketing specifically.

Cannes Lions

Reddit also noted in the April 13 blog post that the company will be present at Cannes Lions 2026, hosting what it describes as the "Reddit Deli at Cannes" - an event hub offering sessions on culture, influence, and community. Advertisers and agencies attending the festival can register through a dedicated Reddit Cannes event hub. The mention in the same announcement as the Reminder Ads global launch signals that Reddit intends to use the Cannes platform to accelerate adoption of new ad formats, including Reminder Ads, among large brand and agency buyers who have not yet incorporated the format into their planning.

Timeline

Summary

Who: Reddit, the San Francisco-based social platform with more than 450 million weekly active users globally, announced the global availability of Reminder Ads for all advertisers. The announcement was authored by Lauren Kroll, Senior Product Marketing Manager at Reddit. The featured advertiser case study involves Premier Boxing Champions, managed by agency Exverus by Brainlabs.

What: Reminder Ads add a "Remind Me" call-to-action to standard image and video ad units. When a user taps the button, they opt into two push notifications - one 24 hours before the event and one when it goes live, localized to their timezone. Advertisers can attach an outbound destination link to drive a final click at the moment of peak intent. The format is available under Awareness and Traffic objectives via Reddit Ads Manager. Early performance data shows a 21% higher CTR on the Traffic objective compared to standard image ads and a 3.1x higher CTR in early campaigns.

When: The general availability announcement was published on April 13, 2026. Reminder Ads had been in beta since Q4 2025, when Reddit first introduced the format to a limited set of advertisers.

Where: The format is available globally to all advertisers through Reddit Ads Manager. Reminder notifications are delivered through Reddit's own push notification infrastructure, localized to the recipient's timezone. The format is accessible via the standard campaign creation flow by selecting "Remind Me" as the call-to-action.

Why: Reddit positioned Reminder Ads as a solution for brands running event-driven campaigns - product launches, game releases, entertainment premieres, sale events - where timing is the primary variable in converting interest into action. The format addresses a structural gap: brands without high app install penetration have limited options for delivering user-consented, time-specific notifications to a platform audience. Reddit's notification infrastructure removes that barrier. For advertisers, the "Remind Me" tap also introduces a measurable mid-funnel intent signal - separate from impressions and clicks - that can inform campaign planning and budget allocation for time-sensitive moments.

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