The value of Tumblr
This week's announced purchase agreement of Tumblr by Yahoo! has generated mostly positive reactions from the blogs. Marketing Land looked at the key marketing factors in the deal, citing Tumblr's mobile base as the big gain for Yahoo!. The $1.1 billion price was defended at Pando Daily because of Tumblr's strong market position and 'stunning usage stats'. Yahoo!'s plan to monetize that audience seems to focus on native advertising opportunities. Just as Facebook developed Sponsored Stories and Twitter Promoted Tweets, the expectation is that Yahoo! will test advertising units that compliment Tumblr's content platform and not 'screw it up' by running generic display ads. While most of the conversation focused on advertising, Social Commerce Today was able to see three unique ecommerce opportunities that Yahoo! could test.
Also this week, both Twitter and Pinterest announced significant enhancements. The Twitter Lead Generation Card will allow advertisers to collect a user's email address (pre-filled) directly in the Tweet stream. HubSpot provided a detailed look at how the cards will work and what marketers should know. The Next Web came up with a number of reasons why the cards could be really big for brands. Pinterest announced Rich Pins with additional information on retail products, movies and recipes. The Social Media Hat provided examples and detail of how the pins work and GigaOm declared that they are 'a first step' for Pinterest to work with big brands.