Sony, 20th Century Fox Push Ads Into Tumblr’s Mobile Feed

Studios look to drive buzz for upcoming releases including 'Devil's Due,' 'Amazing Spider-Man 2'

Tumblr logo

Sony Pictures and 20th Century Fox are testing sponsored posts in Yahoo’s Tumblr mobile apps, as the studios look to drive buzz for upcoming releases with ads placed in a listing of the site’s most-popular blogs.

The ads will appear in the “Explore” tab on Tumblr’s mobile app for iOS and Android, which lists daily trending blogs editorially curated based on various data sources around traffic and follower surges.

Starting Monday, 20th Century Fox began running sponsored posts for horror thriller “Devil’s Due” in the trending blogs section, linking to the Tumblr site for the movie (set to bow in January). The studio plans a similar campaign for Ben Stiller-starrer “The Secret Life of Walter Mitty.”

Sony on Dec. 5 plans to launch sponsored posts in the Tumblr trending section linking to The Daily Bugle blog, as part of its trailer launch for “The Amazing Spider-Man 2,” which hits theaters in May 2014.

Turner Broadcasting System expects to promote the “Mob City” miniseries starting Dec. 4 through the Tumblr trending ads, and Delta Air Lines and Calvin Klein are also in the beta-test mix. Tumblr expects to officially launch the ad units in January 2014.

Yahoo acquired Tumblr for $1.1 billion in May, and the company has been looking for new ways to monetize Tumblr’s 300-plus million active users. Currently there are 153 million blogs on Tumblr.

With the sponsored trending-blog unit, advertisers can customize three posts that are labeled with a dollar sign to indicate they’re sponsored. Any click other than the “Follow” button links to the brand’s blog.