Trending Blogs are the latest product release from Tumblr Ads. Created for any Tumblr account in need of additional followers, these are designed to introduce your brand to the community and come with a convenient ‘Follow’ button at the top of the ad for easy engagement. No additional assets are required to build these ads, the content is simply pulled in from the Tumblr profile, making these the easiest ads to set up. Trending Blog ads are currently available on mobile devices only.
The Spotlight is an editorially-curated list of favorite community blogs from 50+ different categories. Since this is an ideal place to discover cool, new blogs to follow, Sponsored Spotlight ads are ideally for marketers looking to increase follower count. The ads are featured at the top of any category of your choosing, and should feature an image that adequately represents your brand with some quick copy introducing yourself and explaining the benefits of following your account. The ads are charged by added-value only, and sold on a week-by-week basis.
Targeting & Measuring Tumblr Ads
Currently, advertisers are able to target based on user gender and location, down to state, city, and select DMAs. Because of the targeting offerings and Tumblr’s place as a platform for wide reach, these ads are not presently recommended for niche audiences unless brands are only looking for a large number of impressions for general awareness.
Tumblr ads come with an advanced Dashboard Analytics tool which pulls in impression, engagement, and reach information individually. These analytics can help inform marketers which type of content generates the strongest reach and engagement levels and assist in improving overall content, as well as campaign, strategy. Analytics can be broken down into three main areas:
– View real-time results on each campaign and piece of content, viewing Reach, Likes, Reblogs, Follows, and Impressions.
– Keep an eye on your competition by tracking user engagement on up to three competitor blogs
– Take advantage of Tumblr’s global user base while maintaining control of campaigns by utilizing country-by-country reporting tools
The Future of Tumblr Advertising
With the rise of native advertising and Yahoo’s support to turn a profit, Tumblr could very well see a surge in Sponsored Posts in the future as more brands brave the new waters of this network. Growth will be due, in party, to the clean way ads are integrated into the overall user experience as well as the draw of content longevity opportunities, but also because of TV’s “second-screen” effect.
Taking a leaf out of Twitter’s ad playbook, Tumblr recently asserted that their social network garners almost 2X more TV Show mentions than the microblogging site, especially in the days following, which further reinforces their longevity benefit. While Tumblr doesn’t yet offer the TV Conversation Targeting that Twitter boasts, this is something to watch out for from Tumblr if they want to be a bigger player in multi-screen campaigns.