Dive summary:
- A week after Yahoo announced a $1 billion deal to acquire Tumblr, the social network and blogging site is rolling out its first effort in native advertising in the form of sponsored posts.
- The sponsored posts will appear inside a users' dashboard, the place they use to access content on Tumblr; the posts will look the same as traditional posts, but will be marked with a dollar sign to mark their paid status.
- Creating content on Tumblr is time intensive, but brands may do well to pay attention to Tumblr; users on average spend 153 minutes per month on the site and 46.5 percent of its audience is the highly sought after 18-34-year-old demographic.
From the article:
"But the biggest question facing Tumblr remains how it will generate revenue. For years the company’s CEO, David Karp, was averse to advertising. Karp has done a 180 on advertising, going from turning his stomach to something that can work. But his caveat: ads need to be creative, not boring, like the staid banner. These types of ads check off the creative box, but will it go over well with brands, agencies and its users?"