Tumblr Sponsored Posts, a native advertising format available on the microblogging platform, are now being promoted across the Yahoo network, as well.
Though not entirely unexpected given that Yahoo purchased Tumblr last year, it’s good news for advertisers using Tumblr. Their ads now have access to both the Tumblr and Yahoo networks, with a combined 800 million average monthly visitors.
Tumblr Sponsored Posts are now integrated with and offered through Yahoo Gemini, the company’s mobile search and native advertising marketplace.
Consumers will still be able to take action on the ads by clicking through, liking, reblogging and following. However, their ads will also appear across the Yahoo network in content streams, on article pages, in image galleries and digital magazines – all across desktop and mobile.
“We’ve always believed in the power of creative brand storytelling, and data shows that advertising is more memorable and impactful when it is as good as the content around it,” wrote Mike Kerns, senior VP of homepage & verticals at Yahoo.
Yahoo is already claiming early successes in increased unaided brand awareness, brand consideration and tagline recognition with limited testing of the integration of Yahoo and Tumblr.