Tumblr Introduces a New Ad Platform
By: Joe Prasad
Category: Internet Marketing
May 11, 2012
Internet advertising is perhaps one of the most powerful options at any company’s disposal, finding a reliable site to advertise on, shaping and creating an effective advertisement, and getting your brand out there are all incredibly important in running a successful internet advertising campaign. That being said, there are a few sites that step out of the shadows of mainstream advertising platforms, Tumblr is attempting to be one of them. Using a site like Tumblr for advertising is a new and inventive way to get your brand noticed and to reach a highly captivated audience of social bloggers.
Tumblr is Unique
Though Tumblr offers a fantastic platform for advertising, it’s also incredibly different from other internet advertising sites out there. For instance, rather than allow multiple banner placements all over the site, ads will only be featured on a users dashboard. This essentially makes each and every Tumblr ad incredibly valuable to the advertiser, the creative quality of the content will be of incredible importance. Tumblr will use its own set of metrics to determine how well an advertising campaign is performing and this poses significant challenges to large companies. Without benchmarks measuring things like reblogs, likes, and comments to post this will be an elusive set of metrics for most brands and businesses.
Using an advertising system that is wholly different from any that have been used before has both advantages and disadvantages. Having an minimum buy in of $25,000 will also keep most businesses on the fence until further information can be gathered. Because the road of internet advertising is so well traveled using a new system is incredibly difficult and incorporating information and sales generated from these new systems into the old is nearly impossible. Advertisers and users have issues with Facebook’s ad platform already, this adds another site to the list of internet platforms that for many businesses just aren’t getting it right. Though this is a unique problem with all internet advertising. Tumblr is a massive site and using it for advertising has the potential for being effective, even if it is a pain to get used to. Because the Tumblr advertising platform is still so new, it’s difficult to determine if this will be a good approach and will ultimately become a powerful new internet advertising platform.
Tumblr has Tons of Competition
Only time will tell if a site like Tumblr can pull off having their own platform for advertising and if there will be enough advertisers to buy into it. More traditional advertising sites like Google Adsense and buying banners on smaller sites are still a strong approach to reaching your target market. The information from these sites is easily quantifiable and advertisers can link all their campaigns together to create one central campaign rather than having to keep up with several. With a site like Tumblr for advertising, it may be a bit of a gamble at first for advertisers but the more companies that buy into the system and help to work out the kinks the better it will become for future users and for those that have been using it all along. There are tons of online advertising options and you can find information about any of them with a quick search and a little reading.