The rapid adoption of mobile has resulted in people spending more time per day consuming digital media than any other media. As a business, it’s important to go where your customers are, and much like other social networks, Tumblr wants to help you get there.
This month, the company is reportedly introducing its second mobile ad unit, Sponsored Trending Blogs, leveraging one of Tumblr’s most-read sections. The new sponsored content section aims to give brands an easier way to attract attention and generate revenue from the platform.
Introduced in July, Trending Blogs were launched to ramp up discovery for Tumblr’s iOS and Android updates. The new Sponsored version follows the company’s first mobile ad product, Sponsored Mobile Posts.
Sponsored Trending Blogs will be targeted geographically, not demographically, and will be displayed with a dollar-sign icon next to the Follow button. Three entries will be shown by default which can be customized by the blog owner. Clicking anywhere other than the Follow button will take visitors directly to that sponsored blog.
Starting with the beta in December, Tumblr will be offering a low, unspecified introductory flat fee and later charge on a cost-per-engagement basis, according to Lee Brown, Tumblr’s global head of brand partnerships
Companies have already signed on to participate in the beta trial, including Delta Airlines, Twentieth Century Fox, Calvin Klein, and Turner Broadcasting. According to Brown, Trending Blogs are a “great opportunity for brands to think about building a base of followers.”
Depending on your objective, you might require more specific targeting goals. If that’s the case, you might want to research ad units on other social platforms. However, if you’re looking to focus on location — and not user behavior — then it’s worth keeping an eye on the Sponsored Trending Blogs beta program.