Tumblr - A new advertisement platform

Mon 7 May 2012 08:00, Qin Hu

Tumblr - A new advertisement platform

Finally, Tumblr, a micro blogging platform and social networking website startsed selling Ads last Wednesday. 

Tumblr was launched in April 2007 and its service allows users to post multimedia and other content to a short-form blog (named tumblelog). In addition, users can follow other users’ blog, and also make their blog private if they do not want other people to see. 

In 2010, when Tumblr CEO and founder, David Karp, was being interviewed by Los Angeles Times, he said, “We are pretty opposed to advertising. It really turns our stomachs.” 

However, times changed. Last Wednesday, David announced at Ad Age’s Digital Conference that Tumblr will start offering advertisers. Ads will be added in Tumblr Radar and Tumblr Spotlight, which highlights the site’s top posts and gets more than 120 million impressions a day.  

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For all advertisers, the costs of posting Ads are also listed. The starting point is $25,000. Although Tumblr has 54 million users who publish 70 million posts per day, and generate 17.5 billion monthly page views, isn’t $25,000 too high for a starting point? Compared with Twitter, the entry cost over there is only $15,000.

With the announcement, Tumblr expressed it doesn’t like to call its Ads “Ads”. Instead, it sees advertising as a game. From Tumblr’s website, it says, “We are looking for the world’s greatest marketers and media companies to help us raise the bar for creative advertising on the web. If you are game, we’d love to talk!”


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