Presentation for class purposes only.

1. ADVERTISING TRENDS
Lindsey Brooks
MKT241
20 March 2014

2. HISTORY OF TUMBLR ADVERTISING
 In Spring 2013, Yahoo bought Tumblr. Yahoo’s
great size and influence brought more capital to
the social media site than ever before.
 Since, Tumblr has established a new blog called
Marketr that aims to help brands “establish an
identity” on the website (Eaton, 2013).
 2014: Tumblr Sponsored Posts released.
 Through Yahoo advertising, businesses can have
professionals help tailor their ads for the Tumblr
audience.
 Advertisers only pay for “Reblogs, Likes, follows,
or clicks made directly from the Sponsored Post
itself (Tumblr, 2014).

3. CURRENT BRANDS ON TUMBLR
 60% of users who’ve seen
Sponsored Posts find the
content fun, engaging, and
high quality.
 70% of consumers perceive
a brand more favorably
after seeing a Sponsored
Post.
 50% of users who saw
Sponsored Posts
researched the sponsor
afterward. (Tumblr, 2014).
http://brands.tumblr.com Statistics

4. TARGET AUDIENCE
 Tumblr’s primary group of users and target
demographic are those between the ages of 16
and 24.
 Cooper Smith, journalist for Business Insider,
reports that Tumblr caters to “teens and young
adults interested in self-expression.”
 Businesses that have a similar target market of
young consumers will be exposed the proper
demographic.
 The graph featured in the following slide
demonstrates that among 13-25 year olds,
Tumblr reigns as the social media website that
garners the most use.

5. BUSINESS INSIDER: TUMBLR DEMOGRAPHICS

6. RESOURCE REQUIREMENTS
 Social Media Manager with a good knowledge of
current youth culture and trends to ensure the
company is pushing out relevant information.
 Media team to take pictures and videos of
product/brand lifestyle to share on the page.
 Since the Tumblr target market is fairly young
and artistic adults and teenagers, the company
advertising must use quality equipment for
shooting photos as well as a good knowledge of
current trends in visual organization.

7. BEST-SUITED CLASSES
 Photography: Tumblr is, by and large, a visual
website. A great majority of the posts are images.
 Clothing and technology: both very important to
Tumblr’s target market have the ability to
showcase aspects of their products to users,
something that services cannot do as well.
 Music: The website is also well-suited to
musicians. If one popular Tumblr user reblogs a
song they like, their followers are likely to listen,
share, and increase exposure for the music.

8. EXEMPLARY EXAMPLE
 Fashion manufacturer J.Crew teamed up with
YouTube filmmaker Casey Neistat to advertise
its Ludlow Traveler suit.
 Through Tumblr and one YouTube video, Neistat
takes the suit through a number of different
adventurous circumstances to demonstrate the
wrinkle-proof fabric it offers.
 Neistat went surfing, motorcycling,
snowboarding, and even rollerskating through an
airplane over an eight-city trip around the
United States and Mexico

9. EXEMPLARY EXAMPLE, CONTINUED.
 J.Crew uses posts like this to give followers a
look into their high-end product.
 Using a prominent YouTube personality to
Tumblr’s young demographic draws the users in
and shows them the kind of lifestyle fans of
J.Crew admire.
 A quick glance through J.Crew’s blog posts shows
a behind-the-scenes look at photoshoots and the
inner-workings of the fashion house that draws
consumers in.
 The following slide gives a teaser trailer at the
upcoming documentary based on this advertising
the company has done.

10. EXEMPLARY EXAMPLE: MEDIA
Click Me.

11. LIMITATIONS
 One major limitation of Tumblr is also one of its
strengths: its young target market. This makes it
fairly difficult for more expensive brands that
young people cannot afford.
 Brands marketed toward older adults will not
have as much exposure as those for younger
adults and teenagers since there is a smaller
presence on the website.
 In addition, Tumblr does not have a way of
advertising that “jumps out” at the user. It is
well-integrated into the user interface, simply
showing up in the feed of posts.

12. PROJECTED SUSTAINABILITY
 Unfortunately, there may not be much long-term
sustainability. Not only is Yahoo’s growth waning,
but also Tumblrs’ as well.
 Tumblr was purchased for $990 million when the
website was rapidly increasing in users and traffic.
 Unique visitors have “plateaued abruptly” after a
period of exponential growth.
 If Yahoo cannot increase the number of users and
move into maintaining a maturity phase, it might see
Tumblr decline much too far to bring back.
 As a result, advertising and business investments
into the Ad Sponsoring venture and organizations’
presence on these websites may prove useless and
wasteful.

13. REFERENCES
 Bercovici, J. (2014). Yahoo’s next problem: Tumblr’s traffic isn’t growing.
Forbes. Retrieved on 23 March 2014, from:
http://www.forbes.com/sites/jeffbercovici/2014/01/21/yahoos-next-problem-
tumblrs-traffic-isnt-growing/
 Eaton, K. (2013). With “Marketr” blog, Tumblr tells brands how to appeal to
users. Fast Company. Retrieved on 20 March 2014, from:
http://www.fastcompany.com/3015440/fast-feed/with-new-marketr-blog-tumblr-
tells-brands-how-to-appeal-to-users
 Eloqua. (2012). Should your business buy Tumblr ads? The Marketing Blog.
Retrieved on 23 March 2014, from: http://blog.eloqua.com/should-your-
business-buy-tumblr-ads/
 J.Crew. (2014, March 19). Travel with style: A movie by Casey Neistat [Blog
post]. Retrieved on 23 March 2014, from:
http://jcrew.tumblr.com/post/80088172196/by-the-numbers-when-casey-neistat-
took-our-new
 Neistat, C. [jcrew]. (2014, March 19). Travel with style [Video file].
 Smith, C. (2013). Tumblr offers advertisements a major advantage: Young
users, who spend tons of time on the site. Business Insider. Retrieved on 20
March 2014, from: https://www.youtube.com/watch?v=oaWxrZBsnUo
http://www.businessinsider.com/tumblr-and-social-media-demographics-2013-
12
 Tumblr. (2014). Marketr. Tumblr: Brand and Sales Strategy. Retrieved on
March 20, 2014, from:
http://marketr.tumblr.com/post/72590641773/introducing-tumblr-sponsored-
posts-powered-by