May 3, 2012, 2:20 PM

Tumblr adds ads

The blogging platform says ‘sponsors’ can use the tools to attract attention.

Zak Stambor

Managing Editor

Lead Photo

Blogging platform Tumblr is seeking to monetize the traffic generated by its 54 million users for the first time via ads, or as Tumblr calls them, “sponsors.” Those advertisers can pay to have their content featured in the site’s Radar and Spotlight sections of a consumer’s dashboard on Tumblr.

The Radar section, which Tumblr says garners more than 120 million impressions a day, showcases what Tumblr’s editors deem the most creative and interesting content on Tumblr. Advertisers seeking to sponsor content in the section can aim to gain “thousands of new followers, likes and reblogs,” says Tumblr.

Marketers can also get “front and center” in front of Tumblr users on its Spotlight feature because “Spotlight drives tens of millions of follows each week for new and existing users,” says Tumblr. The Spotlight section is curated by the site’s editorial team and aims to offer a sample of the most creative bloggers on the platform.

“We’re looking for the world’s greatest marketers and media companies to help us raise the bar for creative advertising on the web,” Tumblr notes in its Sponsors page.

Tumblr’s introduction of advertising units comes less than a week after the resignation of the platform’s president John Maloney. “It’s the right time for me and a good time for Tumblr,” he wrote in a blog post.

Tom Funk, senior marketing manager, digital and direct, for Green Mountain Coffee Roasters Inc.’s Specialty Coffee Business Unit will share tips on effective social media strategies at the Internet Retailer Conference & Exhibition 2012  in a session entitled “The many flavors of a social strategy: What will work for you?"


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