Tumblr launches 24-hour dashboard ad

Tumblr has launched an advertising product called Sponsored Daily that allows ads to stick to the top of viewers’ dashboards for a 24-hour period.

“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.

Nike is the first brand to buy into Sponsored Day as part of the brands #betterforit campaign. Desktop viewers can click through the promo to watch a video, while mobile consumers are treated to a static image.

Sponsored Day follows Tumblr’s most recent ad products, Creator’s Network and Sponsored Video.

The new offering marks the social media tools second ad unit – with Sponsored Radar being the other – to be charged at cost-per-thousand (CPM) rate.

Hayes told Adweek that that he understood the importance of providing an alternative to Tumblr’s more prevalent cost-per-engagement pricing arrangements.

“CPMs is something brands really, really need,” he said. “If you think of it as a showcase with the largest and most beautiful window, that’s the type of opportunity brands are getting.”