Tumblr turns to promoted posts to monetize mobile apps


Tumblr is expanding its fledgling advertising efforts from the desktop to its mobile applications, a move expected to help boost the social network to profitability by the end of 2013.

The Tumblr platform enables users to post multimedia and other digital content as short-form blog entries; its network now spans more than 96 million blogs in all and generates more than 16 billion pageviews per month. Last year, Tumblr introduced new tools enabling advertisers pay to promote their posts and blogs to users, encouraging brands to create campaigns will spread across its platform like any other media--for example, Coca-Cola ran a series of photos based on the theme of "open happiness," with a focus on art instead of more traditional ad content.

Over the coming months, Tumblr will roll out the promoted posts feature to its Apple iOS (NASDAQ:AAPL) and Google (NASDAQ:GOOG) Android apps, and is currently looking to sign up advertisers to launch the service. Tumblr Head of Sales Lee Brown told Bloomberg the average ad purchase on its network is now "just under six figures," stating that with the expansion to smartphones, "We expect that the monetization will lead us to profitability this year."

Brown added the number of users accessing Tumblr's mobile apps has quadrupled over the past six months, coming close to its Web traffic totals.

For more:
- read this Bloomberg article

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