Reddit has introduced a new ‘15-second Engaged Video Views’ option to help advertisers reach users who are more likely to watch video ads for longer.

According to Reddit’s official blog, the new option is now available in public beta for all advertisers globally. It is designed for video content that needs more time to tell a story, including film and TV trailers, product demos, feature explainers, testimonials and brand campaigns.

Under the new system, videos that are 15 seconds or shorter will count as an engaged view when a user watches the video completely. For videos longer than 15 seconds, an engaged view will count when a user watches for at least 15 seconds.

Reddit said advertisers only pay for meaningful views. The new option also offers automated bidding features, including ‘Lowest Cost’ and ‘Cost Cap’, to simplify campaign management.The company said alpha testers saw a 51 percent increase in the 15-second view-through rate and a 71 percent increase in video completion rate on average.

Advertisers can also use Reddit’s Split Testing feature to compare the new 15-second video view objective with the existing 6-second video view objective.Reddit recommends 6-second views when advertisers want to capture attention quickly, while 15-second Engaged Video Views are aimed at campaigns where the message needs more time to reach and engage viewers.