You have probably heard of Tumblr before but if you don’t use it, this is how it works. It is a social sharing social media platform where users have the freedom to creatively express themselves and share and curate content including text, links, photos, videos and music. Tumblr is available to be used on mobile or desktop devices.
The company was purchased by Yahoo in a $1.1 billion deal in 2013 and currently boasts over 200 million blogs, over 80 million posts per day and about 460 million unique users per day.The content-sharing platform has been offering various advertising opportunities for some time now but no service has particularly stood out for being bold until now. This week, the company announced its new advertisement offering, Sponsored Days. It is the biggest advertisement opportunity offered by Tumblr to date as well as the very first time they’ve allowed companies that do not have Tumblr accounts to participate.
The ad is quite unique in that there is only a single spot available for each country or one global ad available per day. It appears from midnight and runs its course for 24 hours. For example, this first brand to be featured on Tumblr’s Sponsored Days is Nike. Nike purchased a global ad so worldwide, only their header ad will be seen on the website for that day.
The link to the ad appears very subtly below users’ dashboards and above the first post in their content feeds. It may be identified by the advertising company’s logo placed where a users’ profile photo would be on such a notification as well as a dollar sign logo. However, as discreet as the initial link is, it is entirely made up for once users proceed to see more. The link leads to a highly-visual and engaging video-based full screen ad. The video is placed at the header of the ad with the content below featuring the advertiser’s own content or even curated content from Tumblr – including their own Tumblr accounts and specific Tumblr search topics such as women’s fashion or high performance sports car. This is achieved by way of the Explore Tab where users go to find trending topics, recommendations and more. The Sponsored Days ad page is set up to appeal to the highly-visual interests of its users while allowing companies to enjoy a lot of freedom as far as customization and content are concerned.
