PropellerAds, a leading advertising technology platform, has officially launched a new ad format, Paid Social Traffic, offering advertisers a new way to reach social users without the need for a social advertising account. The product leverages exclusive supply partners to deliver highly active social audiences into the PropellerAds Self-Serve Platform (SSP), without requiring additional accounts, third-party integrations, or new creatives. Advertisers only need an existing landing page to start running campaigns.
Paid Social Traffic is a new standalone ad format within the PropellerAds platform that enables direct access to users active within social feeds. The traffic is sourced through the platform’s partner ecosystem and is available exclusively within the PropellerAds environment. It also supports a “Custom Collaboration” model for long-term optimization, designed for advertisers with sustained budgets and scaling requirements.
High-Intent Social Audiences and Performance
According to PropellerAds, this traffic type reaches highly engaged social users who are typically in an active browsing and content interaction state, making them more likely to click and convert.
Early tests conducted by partners under matched conditions (same GEO and device) show that Paid Social Traffic delivers conversion rate uplifts of approximately 30–40x compared to traditional display formats, with some tests reaching around 32x higher performance. Results may vary depending on industry, product, and market conditions.
The traffic is currently available across a range of high-performing GEOs, including the Philippines, Brazil, Bangladesh, Thailand, South Africa, Zimbabwe, Congo, Tanzania, Nigeria, Malaysia, and Indonesia, with further expansion planned.
Relationship With Existing Social Traffic inside Onclink Ad Format
Paid Social Traffic and Organic Social Traffic both form part of the PropellerAds Social Traffic ecosystem, but they differ clearly in source and operate in parallel.
Organic Social Traffic refers to traffic coming from blogger and publisher-owned channels within the Onclick ad format, while Paid Social Traffic is a new standalone paid source delivered through the exclusive setups run by PropellerAds partners. The two are not mutually exclusive and can be used together within campaign strategies to optimize overall traffic structure and acquisition efficiency.
Industry Applications and Campaign Setup
The format currently performs strongly in verticals such as gaming, finance, and mobile software, while also being applicable to other verticals depending on platform policy and regional availability.
For gaming and finance advertisers, the format offers a simplified campaign setup process while still adhering to PropellerAds’ standard ad quality and compliance requirements. No social platform advertising account is required, and all campaigns can be launched directly within the platform by selecting Paid Social Traffic during campaign creation.
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