Tumblr to start selling ads

Blogging site Tumblr is to start selling advertising as it looks to create a sustainable source of revenue for future growth.

Tumblr

The site will start selling branded blog posts that show up on user’s profiles as advertisements from next month. Ads will be sold under Tumblr’s “Radar” tool, which highlights the most popular blogs on the site.

Tumblr has secured partnerships with fifteen advertisers including Cartoon Network.

Brands such as IBM, EMI Music and Huggies already have blogs on the site, but up until now have been unable to pay to have their content promoted on the site.

In February, Tumblr launched a ‘highlighted posts’ in North America, a feature that lets users pay to get more visibility for their work.

The recent moves represent a significant turnaround for the company, which has previously stated its ambitions to stay away from paid advertising.

Tumblr attracted 21.8 million unique visitors in March – a million more than February – and over 2.5 times its visitors a year earlier, according to Comscore. It is currently the fourth most popular social network in the UK by unique visitors, attracting over 3.7 million unique visits in March (see graph).

The blogging site launched in 2007 and has gone on to raise a total of $125m (£77.9m) in investment. As of last September the business was valued at $800m (£498.3m)

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here