Tumblr has released a new ad product called Sponsored Day that allows brand posts to “stick” on top of users’ dashboard for 24 hours.
The new ad format is awesome for brands looking to quickly build high awareness for a product or campaign. Nike was the first brand to use the new product as part of its #betterforit campaign which promotes its line of women’s fitness gear.
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Desktop Tumblr users can click through the “sticky” post and watch a video while mobile users will only see a static image. Sponsored Day posts are not obvious ad as they look like other posts on the dashboard, except for the dollar-sign icon inserted in them, as you can see from the below screenshot:
David Hayes, head of creative strategy at Tumblr explained:
It’s the single biggest and boldest way for marketers to make a statement on our platform. The brand can also curate a whole bunch of content from the community. In [Nike’s] case of women’s fitness, the content can come from the community or the brand’s own blog.
With this new tool, Tumblr is enlarging its ad offering and the first case study by Nike will certainly lead other large international brands to follow.