This month, Tumblr is introducing its second mobile ad unit, Sponsored Trending Blogs, which leverages one of Tumblr's most-read sections.
The ad unit is Tumblr's fifth since the Yahoo-owned company began running ads in May 2012. The others include Radar and spotlight ads, Sponsored Radar, Sponsored Spotlight, Sponsored Web Post and Sponsored Mobile Posts. The latter unit, introduced in April, was Tumblr's first on mobile.
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Tumblr introduced Trending Blogs in July. The offering, which can be found under the "explore" tab on the iOS and Android app, is distinct from Radar, a selection of curated blogs from Tumblr editors that appears on users' dashboards. Like other ad units from the company, the placements will be targeted geographically — that is, by country — but not demographically or based on users' behavior. Lee Brown, Tumblr's global head of brand partnerships, says Trending Blogs are "a great opportunity for brands to think about building a base of followers."
In December, Brown said Tumblr will be offering a low, unspecified introductory flat fee and then later charge on a cost-per-engagement basis. Advertisers for the beta program include Delta Airlines, Twentieth Century Fox, Calvin Klein and Turner Broadcasting (for the miniseries Mob City.)
Yahoo has declined to break out Tumblr's ad revenues. The company reportedly made $13 million last year, but founder David Karp (pictured above) told Forbes that he hopes to bring in $100 million this year.
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Image: Getty/Larry Busacca