Wednesday, 14 November 2012

Tumblr Attempting to Attract Major UK Advertisers


The blog platform is hoping to follow in the footsteps of Facebook, Twitter, and YouTube in an attempt to attract UK brands and generate more money.
The site which allows users to upload images and videos has signed up We Are Social, Poke, AKQA, and Bartle Bogle Hegarty as its first UK agency partners.
The site receives 16.8 billion page views monthly and hosts 80.5 million blogs but does not have a UK operation. The tie-ups with these agencies are intended to help the platform boost creativity and increase client satisfaction.

The partnership will give these brands the opportunity to access Tumblr data and be given specialist training in a similar way to Facebook’s Preferred Developer Programme.
The site recently started running paid-for campaigns for brands, unveiling an ad format for users’ dashboards in May. Adidas became the first brand to use this format when they promoted a football blog associated with their sponsorship of Euro 2012.

The global managing director of We Are Social, Robin Grant, says that Tumblr allows brands to “create a much more branded experience.”
"Tumblr offers something different to Facebook and Twitter in that its users skew a lot younger than other social networks and their behaviour is very different. They curate more content than they create, giving brands the chance to get very rich content shared widely, assuming they make it appealing enough for their followers."

Although many brands prefer to use Facebook and Twitter for their social media advertising and brand building, there are still some UK brands who use Tumblr to post content such as Fosters, Topshop, and Pringle of Scotland. US brands have been quicker to adopt the format with Coca-Cola, Disney, and eBay advertising on the platform.

Will you consider using Tumblr to advertise your brand? How successful do you think it can be compared to Facebook and Twitter?


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