Introducing advertising to previously ad-free platforms is a tough sell for anyone, but Tumblr users might be even less accepting of the new dashboard ads considering how they use Tumblr for personal expression.
In an investor call Monday morning, Yahoo CEO Marissa Mayer said Yahoo and Tumblr’s audiences really don’t overlap. She said that’s fine: Yahoo users will be exposed to more Tumblr content, and Tumblr gets a new ad strategy and possible Flickr integration while remaining a separate site.
Despite fewer viewers and blunt advertising metrics TV is still king, with revenues that dwarf online. Still, Doug McCormick of Rho Ventures says using smarter, online-style tech to better target ads will benefit both networks’ and marketers’ bottom line.
According to a report released Thursday by the Interactive Advertising Bureau, Internet ad revenue reached $17 billion in the first half of the year, but the rate of growth declined from 23 percent between 2010 to 2011 to 14 percent between 2011 and 2012.