Tumblr's Radar ad units are responsible for 120 million daily impressions, and this success allows Tumblr to handpick mobile ad sponsors like ABC Entertainment and ABC Family, GE, Pepsi and Warner Brothers.
Yesterday, Tumblr started running sponsored posts in users' dashboards, the Tumblr equivalent of Facebook's Newsfeed. Animated dollar signs demarcate the promoted posts from original content. Tumblr's vp of sales Lee Brown said in a blog post that users will stumble upon the ads "every now and then"—that is to say, up to four times per day.
Tumblr has been pushing to get advertisers to pay top dollar to reach its influential community. In theory, users will "like," comment or reblog a promoted post as they would an original one, generating word-of-mouth for the brand.
Tumblr CEO David Karp expects mobile viewership, which has quadrupled in the last six months, to overtake desktop traffic by 2014, Mashable reported. Karp hopes that mobile ad units will help Tumblr turn a profit for the first time ever in 2013.