Tumblr is letting brands buy their way into the list of what's trending on the platform's mobile product.
The Yahoo-owned social blogging site said today that it would sell Sponsored Trending Blog placements to brands looking to post messages via Tumblr's mobile app. The new ad format is Tumblr’s second on mobile and fifth advertising product overall, according to the company.
Tumblr ad chief Lee Brown had said in an interview with Adweek last month that the mobile trending section was fertile ground for advertising on the platform.
The new sponsored trends will be identified by the dollar symbol that users have become accustomed on Tumblr, distinguishing between paid and organic content. The sponsored trending spot will show up in the explore tab on the Tumblr app.
Sponsoring trends as become a standard or more 'native' way of reaching audiences on social media, including Twitter, which sells space in its trending topics section.
Tumblr said it will start rolling out some of the trending ads today as part of a soft launch, but will fully implement the ad campaigns in 2014. The first ad will come today from 20th Century Fox promoting the film Devil’s Due.
Early brand partners also include, Turner Broadcasting, Delta, Calvin Klein and Sony Pictures Entertainment.