Of all the social media networks, Tumblr is the one whose users seem most likely to rebel against advertising. Why? Because even though the photoblogging site is loaded with brand name accounts, the entire site still leans heavily on the artistic and the offbeat.
The people who appreciate a Tumblr such as One Tiny Hand (photoshopped pics of celebrities with one, tiny doll hand in place of their real hand) probably aren’t going to respond well to display ads for Old Navy in their mobile feed. But Tumblr thinks they have that covered because their ads are special. Tumblr ads are content based so they’re hardly noticeable in the stream.
Right now they’re running a campaign for the film The Great Gatsby. This is advertising done right. The mobile ad invites you to follow the official movie Tumblr. It also includes the word Sponsored and a dollar sign in the header so you know it’s been paid for.
The official Great Gatsby tumblr is exactly what it should be – a glorious celebration of the fashion and style of the era. The majority of the posts are works of fan art like the one you see here. I love it when studios embrace the fans rather than shun them. Posting fan art on Tumblr is a no brainer and it’s great word-of-mouth for the movie.
Tumblr’s been on a quest to become profitable and this is a huge step in the right direction. Mobile is a must for them, since the number of people using their app has quadrupled over the last eight months. I wouldn’t be surprised if they had more mobile users than web users by the end of the year.
As always, the trouble with mobile advertising is the lack of space which makes any disruption all the more noticeable and irritating. Tumblr’s going for welcome and informative. So far, so good. Other mobile advertisers should take note.
One final note, Tumblr just released their first app for Windows Phones. It looks like mobile is going to be the key to this network’s survival.