Calvin Klein, Twentieth Century Fox and Turner Broadcasting are a few of the launch brands that are testing a new mobile ad format from Tumblr that inserts a piece of ad content within popular and trending posts.
Twentieth Century Fox was the first brand to launch a mobile trending blogs campaign.
The film studio is leveraging the native ad format to promote the upcoming film “Devil’s Due,” which premiers in theaters on Jan. 17. When consumers click on the ad, they are directed to a Tumblr that has been created for the movie.
Twentieth Century Fox will also run a campaign to promote its film "Secret Life of Walter Mitty” in the coming weeks.
Turner Broadcasting is kicking off a campaign today to promote its series “Mob Cities” that premiers tonight.
Delta’s campaign to drive traffic to its Tumblr – Taking Off – will begin running tomorrow.
The dates for the Calvin Klein campaign are not confirmed, but the high-end retailer will run a sponsored mobile ad on three different days.
“Tumblr is a content network, a social aggregation content network,” said Craig Elimeliah, vice president and director of creative technology at Rapp, New York.
“It makes perfect sense for those marketers already getting earned placement on Tumblr blogs that are fashion-focused and lifestyle-focused,” he said.
“Tumblr shouldn't be competing with Facebook and Twitter. Tumblr in my opinion should be competing with BuzzFeed and other more mobile-optimized content networks.”
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