Nike Debuts New 24-hour "Sticky" Ad Format On Tumblr

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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.

New ‘Sponsored Day’ ads on #Tumblr are awesome for brands looking to quickly build high awareness.

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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.

#Advertising #nike #Tumblr