![]() Tumblr believes the combination of sponsored posts and mobile app ads are a good fit for its online community. To be clear, the ads themselves only initially appear on mobile users’ dashboards, but the content they contain, when re-shared, can be viewed by any Tumblr user, including those accessing the service from the desktop. The ads debuting today from publishers GREE ( League of War, Knights & Dragons), Big Fish ( Gummy Drop), and Betaworks ( TwoDots game) will feature photosets and GIFs, but “the sky’s the limit in terms of creative,” explains Max Sebela, Tumblr’s Creative Strategy Manager.Īnd because the ads are actually posts, they can be liked and re-shared on Tumblr’s network through its reblogging mechanism. ![]() But really, they’re more like sponsored blog posts that aren’t restricted in terms of format. However, in Tumblr’s case, the app install ad units only somewhat resemble the small, card-like posts like those that appear today in Facebook’s News Feed or Twitter’s stream. App install ads, as these units are commonly called, are already a big business for rival social networks like Facebook, where mobile ads now account for 66% of its total ad revenue, with install ads a large chunk of that, and Twitter, which followed Facebook into app install ads earlier this year, and today sees the majority (85%) of its ad revenue coming from mobile. Tumblr this morning is rolling a new mobile-only ad unit called “Tumblr Sponsored Apps” which will allow app publishers to target the social blogging service’s largely Millennial (and heavily mobile) audience with creative posts designed to drive users to the iTunes App Store and Google Play to download new applications.
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