Dive Brief:
- Tumblr introduced the "Sponsored Day" ad product Thursday—an ad that sits at the top of users' dashboards for 24 hours.
- Desktop users have the option to click the Sponsored Day post and watch a video, while mobile users will see a static ad. The ad resets at midnight each day and can be purchased either for global or country-specific exposure.
- Nike is the first brand to test out a Sponsored Day buy on the site as part of its #betterforit campaign.
Dive Insight:
The Sponsored Day ads are the latest progression in Tumblr's search to add more sponsored content and improve advertising options. The announcement comes after the launch of the Creatrs network and auto-play video ads. After naming its first CMO last month, more growth from Tumblr's ad offers are likely on the way. With Tumblr offering the second highest revenue per referral, marketers should pay attention to the site's new ad options.
