Tumblr’s Untraditional and Provocative Mobile Advertising Approach

It’s interesting to note that Tumblr is taking a different approach to monetizing its rabid and highly-participatory audience… rather than selling IAB-style display ads or keyword based text ads, Tumblr is encouraging brands to put their own content out there as ads and use more organic means such as the built in views or hearts paradigms as measures of engagement.

Tumblr to Introduce Mobile Advertising to Help Achieve Profit – Bloomberg: “Tumblr, a startup founded by Karp, now gets more than 16 billion monthly page views worldwide, according to Quantcast Corp. To reach those eyeballs, companies won’t be able to buy display space or keywords in the ways they are accustomed — Tumblr is ‘not going to get into the regular ad network,’ Gottfrid said.

Instead, they have to pay to get their own Tumblr blogs seen by more people. They can measure impact by how many viewers republished the post on their own blogs or ‘hearted’ it.”

Twitter’s card-based display advertising and promoted tweets platform has been an up-and-down adventure for many advertisers and marketers because Twitter is asking companies to place a style of advertising on top of community that doesn’t operate in such a fashion.

Tumblr’s approach is definitely refreshing in that they are welcoming advertisers and marketers but asking them to not just bring traditional Madison Ave constructs to the service but to actually participate using methods that the users use and are familiar with themselves.

I can’t wait to see how the numbers go for this.

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