A look at the advertising options on Tumblr, including working with a Tumblr sales rep or going through the Google Display Network.
I love Tumblr. Granted, I’m a new-ish frequenter of the platform, but I’ve got the app on my phone, re-blogging, favorite-ing, and scrolling my way through Skeletor affirmations, otters, and Ryan Gosling with puppy pictures with reckless abandon. I can blow through 15 minutes of scrolling before I even know what’s happened.
So when I was asked to do a presentation on ad platforms that weren’t Google for Searchfest in Portland, Oregon, I started digging into Tumblr ads. I’ve seen them, they’re fairly seamless right within the scrolling interface, the only real standout call that it’s an ad being the dollar sign in the upper right-hand corner.
Besides the fact that the ads did not have a single puppy or Masters of the Universe character - how does one get in front of the scroll-happy scroll happy crowd?
Well, a couple of ways right now: with a Tumblr sales rep or through the Google Display Network.
The first, with a Tumblr sales rep, has two options: CPM, which is a flat fee, run of network model, or CPE, which is based on active social engagements (likes, reblogs, follows, shares, and clicks), and newer, unveiled in January of this year, called "Tumblr Sponsored Posts Powered by Yahoo Advertising." This new option also includes some audience targeting capabilities, like gender and location.
With that you get to several choices of where to advertise on Tumblr and in what format - Mobile, Web, Radar, and Sponsored Spotlight are the areas, but for the purposes of this post, I recommend a look at Sponsored Web Post formats:
If you do decide to pursue some advertising on Tumblr, here are some quick tips:
If you want to go with a more inexpensive method, utilize the AdWords Display Network:
Control is far less, as you’re at the mercy of AdWords getting the content on the Tumblr page right, which they did do a good job of here.
But as always, check out the cost-per-click and impression volume estimates in your AdWords account, as the display planner is predicting a lot of volume available.
If you are craving that middle ground for using Tumblr as an advertising platform, remember that Yahoo purchased Tumblr last year for $1.1 billion - you figure they’re going to have to do something with that.
So keep your ear to the ground for further developments and options in the future and fire up those puppy GIFs and get ready to reblog a Tumblr ad near you.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Elizabeth Marsten is the co-author of All In One Web Marketing Reference for Dummies (Wiley Publishing) with Ian Lurie, Marty Dickenson, Michael Becker and John Arnold.
Well versed in Google, Bing Ads (MSN) paid search platforms, she has additional paid search platform experience in Amazon, Facebook, Twitter, adMarketplace and adRoll.
Elizabeth was promoted to Search Marketing Director at Portent in 2009. She currently manages PPC and oversees SEO, link building, copywriting and social media teams with their respective directors. See her SlideShare presentations from speaking at SMX Advanced, East and West, Miva Merchant, PPC Hero Con and Wappow.
IBM Social Analytics: The Science Behind Social Media Marketing
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An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
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