What Marketers Need To Know About Tumblr’s New Ad ‘Sponsored Day’

Tumblr launches new 24 hour period ad placed on the dashboard Sponsored Day ad in association with Nike's women’s initiative #betterforit

This spring, Nike is launching a women’s initiative – called #betterforit – to inspire women to be active, take on new challenges and conquer personal goals. For the brand, #betterforit is more than just a hashtag; it’s a call to action to share, promote and embrace women’s fitness and sports.

The campaign is headlined by a series of short films that were launched on April 12, 2015. The campaign about powering women to be better through services, product innovation and athlete inspiration witnessed Nike as one of the first brand’s to buy the newly released ad product from Tumblr - Sponsored Day.

Tumblr, the micro-blogging platform’s Sponsored Day ad allows marketers to appear at the top of users dashboard for a 24-hour period. With this alliance, Tumblr’s millenial-leaning 460 million user base on desktop can click-through the Sponsored Day ad to watch a video for the sneaker company, while mobile consumers will see a static image.

Placed right at the top of your dashboard with a dollar symbol, on click takes you to the explore tab with a category named ad as Better For It. In addition to the auto-play campaign video, the page has a bunch of content curated by the brand in the form of gifs, videos, among other shareable content related to the campaign. In other words the new ad format is also being backed by exciting content. “It’s the single biggest and boldest way for marketers to make a statement on our platform,” David Hayes, head of creative strategy at Tumblr, told Adweek.

The company further stated that the ads that goes live at 12 a.m. ET daily can be purchased for global or country-specific exposure. Brands also don’t need to have a Tumblr page to purchase the ad, and the Sponsored Day ads will be viewable by anyone who visits the social site.

Sponsored Day ads add up to the ever-growing suite of ad products revealed by Tumblr. The latest launch comes on the heels of two most recent ad products - Creator’s Network and Sponsored Videos.

According to the company, there are other brands lined up to follow the footsteps of Nike for the Sponsored Day ad. Looks like Yahoo the owner of Tumblr is well within its promised target to its investors to make more than $100 million in 2015.