Tumblr has introduced “Tumblr Sponsored Apps,” a new mobile
ad unit to attract more advertising dollars. The new ad unit will allow
publishers to target the Tumblr community with creative sponsored posts that
are designed to encourage users to download mobile apps from the iTunes App
Store and Google Play through an “Install App” button.
The main difference between Facebook and Twitter’s mobile
app install ads and “Tumblr Sponsored Apps” posts is that Tumblr’s posts are
overlaid with an “Install [the app]” call to action. These posts will initially
show up on mobile users’ dashboards, but will also be displayed as regular
posts on Desktop without the “Install” message. Essentially desktop users can
still organically see the sponsored posts associated with the ad and will be
able to further reblog or share the content.
Max Sebela, creative strategy manager at Tumblr explained, “The
core is that the native functionality allows marketers to talk to the community
the same way any advertiser would be able to on Tumblr. Users don’t just
download the app, but they can also share the content that is treated like
other posts on Tumblr.”
The platform debuted “Tumblr Sponsored Apps” with three
business partners: Gree, Big Fish, and TwoDots, all of which are gaming
companies. In addition to the sponsored posts and mobile app ads, Tumblr will
test a variety of ad formats in the “Tumblr Sponsored Apps” program to gauge
its online community’s interest.
Tumblr says currently it has 400 million global monthly
unique users, and 65% of its users access content through the mobile app. Its
total mobile engagement has grown 84% year-over-year.
Sources: Tumblr, TechCrunch, ClickZ
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