Dive summary:
- A new trend is starting in which brands include their Tumblr address in ads similar to the wave of advertisers including Facebook URLs a few years ago.
- Champs Sports will be the first brand to include a Tumblr address in a paid TV spot during the NBA playoffs this month.
- The trend for most brands is an effort to reach a younger market; according to Y Combinator partner Garry Tan released a study finding that 59% of 13-to-25-year-olds use Tumblr compared to 54% using Facebook.
From the article:
"Similar examples are bubbling to the surface. New York commuters are noticing stylistic Cole Haan ads inside subway cars with the brand's Tumblr address and little else—not even the brand’s proprietary URL or a Facebook mention. Calvin Klein stuck a button for the social site on its display ads this spring. And New York events marketer 92Y included its Tumblr address in its summer catalog for the first time."
