Tumblr has introduced a new sponsored content section in a bid to give brands an easier way to garner more attention and ultimately to generate more money from its platform.
The new Sponsored Trending Blogs ad unit is the latest in a line of units introduced since Yahoo took over the blog network last year. Today’s beta introduction comes ahead of its official introduction in January next year, a spokeswoman for the company told The Next Web.
“Sponsored Trending Blogs is an opportunity to put advertisers’ blogs at the forefront of what’s hot on Tumblr within a feed of the most popular blogs of the day,” the company said.
Sponsored Trending Blogs will be displayed with a $ icon next to the Follow button and will show three entries by default – customizable by the blog owner, naturally. Clicking anywhere other than the Follow button will take a user directly to that sponsored blog.
Companies that have signed up to take part in the beta trial include: Twentieth Century Fox (Devil’s Due), Delta, Calvin Klein, Turner Broadcasting and Sony Pictures Entertainment.
The move will provide brands with a unit dedicated to building their presence on the network, and follows the initial introduction of the Trending Blogs back in July this year.
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