Tumblr launched mobile ads today with high-profile advertisers including GE, Warner Bros and ABC. The ads appear within users’ content streams within Tumblr iOS and Android apps.
This is the first in-stream ad try for Tumblr since the site launched in 2007. Up to now, sponsored ads have appeared in Tumblr Radar — the area in the right rail of users’ dashboards on desktops — and in the Spotlight area on category pages. The Tumblr staff post announced that after running sponsored Radar posts for nearly a year, “today we’re bringing these posts over to our mobile apps”.
According to AdAge, Tumblr app users on iOS and Android will see up to four ads per day and they’ll be differentiated with the dollar-sign icon with sunbeam rays surrounding it, as they are on current sponsored placements.
Here’s a look at a current GE mobile sponsored post:
Tumblr announced they were going to add mobile advertising products in March of this year as it pushes toward achieving profitability. In a sign of the growing importance of the booming mobile market, Tumblr says the in-stream ads will eventually be available on desktops, but an exact date has not been given.