Tumblr has released a new ad product called Sponsored Day that allows brand posts to “stick” on top of users’ dashboard for 24 hours.
Also Read: The Complete Guide To Remarkable Advertising On Tumblr
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:
[quote]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.[/quote]
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.
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