Tue - 21.11.2017


Tumblr is planning to allow brands to promote themselves by buying a spot on its Radar feature, wrote GigaOm yesterday. The site’s founder David Karp, who is quoted in the article, explains that the change is “about making Tumblr much more accessible to brands.” The move should help Tumblr, which has been booming in recent months, profit from its ever-growing audience.  

GigaOm explains that Radar, part of the Tumblr dashboard that highlights editorially-curated posts, currently features around 15 posts a day, and receives about 120 million daily impressions. This is an audience that advertisers will be able to tap into directly into starting May 2.

The new feature, like promoted Tweets on Twitter, allows Tumblr to monetize an organic part of its site, rather than selling display advertising. This means that Tumblr will be able to make money, and brands will be able to integrate themselves into every-day users’ social experience. Karp, quoted by GigaOm, touts the power of the new ads, suggesting that Tumblr’s flexible format will allow brands to unleash their creativity, rather than constraining them to short phrases like Twitter.


Hannah Vinter


2012-04-19 14:41

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