Sponsors@tumblr.com

Ad Specs

Submission Process Sponsored Ad Products

After executing your IO Agreement, Ad Ops will help plan your campaign schedule.

5 DAYS BEFORE RUN

3 DAYS BEFORE RUN

1 DAY BEFORE RUN

DAY OF RUN

You’ll receive an upcoming placement reminder. We can work with you if you need to reschedule, but we can’t guarantee availability.

Submit creative for QA testing and acceptable content approval. See our Acceptable Advertising Policy and Community Guidelines for reference.• Sponsored Posts: Images, animations, videos, etc. with caption

(if applicable).• Sponsored blogs: Blog description.• Sponsored Posts on Yahoo: Request any changes to the default

title or placement expansion behaviors.• Big Day: Curated posts, Explore Page assets, branded call-to-

action, branded avatar.

Promotions begin at 12AM Eastern Time, day of run. We will send screenshots by the next business day. Two Days for Yahoo placements.

Tumblr Ad SpecsRevised 07/10/14

• Sponsored Posts: Create and publish the post, then email the permalink to Ad Ops

• Ad Ops will provide renderings for Yahoo placements if applicable.

Tumblr Ad Specs 9/09/2015

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Creative Guidelines

DO

DON’T

Tumblr Ad SpecsRevised 07/10/14

• Use engaging creative. Photos and animated GIFs are much more fun than text.

• Use the appropriate post type. Create video posts for videos; photo posts for photos, photo sets and GIFs; audio posts for audio, etc.

• Create original content. Sponsored Posts must be original creations made by you; reblogs from another source cannot be sponsored.

• Check your anchor text. Be sure hyperlinks are contained in the text itself.

• Add click-through deep links on images and GIFS. Supported on single-image photo posts. These can link back to your blog or anywhere else you choose.

• Fish for notes. Asking users to reblog or like a post (in either the creative or the caption) is against our community guidelines, which means it’s also against our advertising guidelines.

• Offend or repulse. Explicit nudity, offensive and/or inflammatory imagery, depictions of human or animal torture—none of this is okay. Read our Acceptable Advertising Policy and Community Guidelines for more details.

• Use third-party tracking pixels. Use Tumblr Analytics instead to monitor your ad.

• Promote other services. Please keep the logos of other sites and services off of promoted content.

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Tumblr Ad Specs 9/09/2015

Tumblr Sponsored Posts

Tumblr Sponsored Posts are served in the Dashboard stream to web and mobile users.

Static image specs —File type: JPG or PNGMax size: 10 MBDimensions: 1280 x 1920px max, 540 x 750px recommended

Animated GIF specs —Max size: 1.75 MBDimensions: 540 x 750px maxFrames: 80

Audio specs —File type: MP3 or embedMax size: 10 MB

Third Party Video specs—File type: Embed code from: YouTube, Vimeo, Vine

RESTRICTIONS

TIPS

Tumblr Ad SpecsRevised 07/10/14

• New creative must be rotated in every seven days the campaign runs. • A Sponsored Post cannot exceed the viewing height of a normal laptop screen

or two iPhone screens.• GIF and photosets cannot exceed 3x3.• GIFs should be easy on the eyes. Rapidly-flashing animations can be off-

putting and problematic for certain medical conditions.• Instagram embedded posts are not accepted.

• Run 2 - 3 ads at all times so they can be properly optimized for engagement.• Choose fun, dynamic content because our ad server optimizes the placement

based on engagement.• Animated GIFs and photosets grab users’ attention and tell a better story. • GIFs don’t have any looping restrictions, so go nuts. • You’ll get more real estate with vertically-oriented images, but don’t exceed

maximum height restrictions.• We recommend not having more than two lines of text for Sponsored Posts. 4

Tumblr Ad Specs 9/09/2015

Tumblr Sponsored Video Posts

Tumblr Ad SpecsRevised 07/10/14

ABOUT

TIPS• Run 2 - 3 videos at all times so they can be properly optimized for engagement.• Sponsored Video Posts are not pre-roll and should be thought about in a native manner where

users opt to watch the video. Consider that when creating video assets. • The new docking experience allows longer-form content to be enjoyed while scrolling. Feel

free to experiment with different content lengths.• Reduce credits, title cards, branding to a minimum. A video post works just like a Tumblr post

with captioning available for branding, CTA or tune-in information• Ensure that the first parts of your videos convey your brand message in the strongest, most

meaningful manner.

Tumblr Sponsored Video Posts are served in the Dashboard stream to web and mobile users.

Native Video Player specs —

File type: Almost any format other than WMV. MP4 is most common.Max size: 100MBMax length: 5 minute daily upload maxMin length: 5 seconds

• We support videos in our native player for Sponsored Video Posts. Videos in a third party player may still be sponsored as a regular Sponsored Post.

• All videos in Tumblr’s native player will auto play on mute across web and mobile (on WiFi - native videos will show a play button when not on WiFi).

• All video in Tumblr’s native player will loop.• Native, Youtube and Vimeo video can be docked in the bottom right of the Tumblr

Dashboard on web (not mobile). • The first frame of the video is the preview thumbnail which will show to users not on WiFi.

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Tumblr Ad Specs 9/09/2015

RESTRICTIONS

TIPS

Tumblr Ad SpecsRevised 07/10/14

General unit specs —

Title: First 50 chars of post caption Body: First 147 chars following “Title” link break Source: Tumblr URL Click-through: Defaults to Tumblr post permalink

Static image specs —File type: JPG or PNGMax size: 2 MBDimensions: 540 x 750px max

Animated GIF specs —Max size: 1.75 MBDimensions: 540 x 750px maxFrames: 80

• Photosets are allowed but each photo must have a caption.• GIFs should be easy on the eyes; rapidly-flashing animations can

be off-putting.• Tumblr’s Audio, Chat, Quote, Link and Video Posts are not

currently supported on Yahoo.• Any text on an image must be in the top right hand corner.

• Tell Ad Ops if you would like to change the Title or Caption of the Yahoo placement after posting; or if you would like the post to expand on the page instead of redirect to Tumblr (default).

• Large, high-res images work best.• Animated GIFs grab users’ attention and don’t have any looping

restrictions, so go nuts.• Video on Yahoo does not auto-play, starting the video sends user

to the Tumblr post permalink unless otherwise requested.

Expanded magazine tile specs —

Brand Logo File Type: JPG or PNGMax size: 2MBDimensions: minimum 255x255 (does not need to be square) Click through: clicks lead back to Tumblr post permalink (default) or a brand-designated site.

Brand Name Characters: 25 chars max with spaces. Click through: clicks lead back to Tumblr post permalink (default) or a brand-designated site. Must be same click through url assigned to brand logo.

Social Share Links: Option to provide any combination of Tumblr, Facebook, Twitter & Google+ (not required).

Tumblr Sponsored Posts on Tumblr + Yahoo

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Tumblr Sponsored Posts Tumblr + Yahoo! are served in the Tumblr Dashboard (web and mobile), select Y! Magazines and Y! Mobile web.

Tumblr Ad Specs 9/09/2015

Tumblr Sponsored Day is served in the Dashboard to web and mobile users.

Dashboard Banner - File Type: JPG, PNG,File Size: JPG/PNG - 2MBDimensions: 1080 x 432

Explore Banner - File Type: JPG, PNG, GIF or VideoFile Size: GIF - 1.75MB, JPG/PNG - 10MB, Video - 100MBDimensions: Static/GIFs: 2600 x 1463, 16:9 aspect ratioVideo: 720p, 16:9 aspect ratioRestrictions: Video is autoplay.

Branded Call-to-Action specs —File Type: TextMax Length: 25 characters

Recommended Posts —Minimum: 5 postsMaximum: 50 posts

Recommended Search: Maximum 6 terms

Recommended Blogs: Maximum 6 blogs

RESTRICTIONS

Tumblr Ad SpecsRevised 07/10/14

• The dashboard banner should not have any text since there is a caption on top of the banner. Logos should be legible, especially on small devices, small icons should be avoided. There is also a dark Tumblr blue overlay on the image so keep that in mind when designing creative.

• Submit the branded call-to-action and other assets to Ad Ops for approval three days before run. Tumblr has final say on all copy, so submit it early to avoid approval delays.

• Brands can feature their UGC content at their own discretion. We need brands to secure permission from users to avoid any negative reactions. We can facilitate that communication as necessary.

• GIFs should be easy on the eyes. Rapidly-flashing animations can be off-putting and problematic for certain medical conditions.

• The web unit crops static images and GIFs vertically, so the safe zone for creative is the middle 960 pixels of the image if it’s taller than 960 pixels. Please be advised that the top and bottom pixels will be cropped out, so concentrate messaging and key creative to the safe zone.

• Note: Video is autoplay on both web and mobile. The video shows up fullscreen on the Explore Page channel on web and as the first post on the Mobile Sponsored Channel. Video will loop automatically.

• If you’d like to display Video for the Explore page, you need to post it as a public Tumblr video post. The Dashboard Banner, Explore Banner and Avatar can be delivered as assets to the Tumblr Ad Ops team.

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Sponsored Day

Tumblr Ad Specs 9/09/2015

Sponsored Blogs

The Sponsored Blog unit features the blog's avatar and blog name on Web and Mobile. In the Mobile app, the unit also displays a header image, latest three post thumbnails, title and a custom blog description.

Post Thumbnails

The thumbnails are generated from the 175px square at the center of the image (first image in photosets). Make sure to keep important visuals within that square. And yes, GIFs will animate.

Header Image

The header image and avatar can be uploaded and enabled in Settings. If your avatar is enabled, it must be updated from the default avatar.

On Desktop: Click the gear icon at the top of the dashboard to access your settings, then select your blog from the menu on the right. You’ll see the Edit Appearance button at the top. Click it.

On iOS: Tap the user menu (icon of a person) then tap the user icon next to the blog you want to work on. ‘Tap Edit appearance’ on the action sheet.

On Android: Press Edit while viewing your blog.

Blog Description Blog Description needs to be enabled within Settings in order for the unit to display a description. If you provide a custom description, it will override the Blog Description in Settings within the Trending Blogs unit only.

Tumblr Ad SpecsRevised 07/10/14

Sponsored Blogs are served within the Discovery tab within the iPhone and Android apps and within the Recommended Blogs on Web.

Creative specs for Mobile —Blog title: To add, go to settings and click Edit Appearance. 50 chars max.

Blog description: 75 chars max (incl. spaces).

Dimensions: Post Thumbnails: 175 x 175pxAvatar: Square, 512 x 512px max

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Tumblr Ad Specs 9/09/2015

Radar

RESTRICTIONS

TIPS

Tumblr Ad SpecsRevised 07/10/14

Tumblr Radar is served adjacent to the dashboard on web only.

Static image specs —File type: JPG or PNGMax size: 10 MBDimensions: 1280 x 1920px max

Animated GIF specs —Max size: 1.75 MBDimensions: 540 x 750px maxFrames: 80

Note: Only the first image in a photo set will be displayed.

• GIFs should be easy on the eyes. Rapidly-flashing animations can be off-putting and problematic for certain medical conditions.

• Text in the creative must be legible at the resized dimensions (215px wide).

• Choose creative that will look good when resized for the Radar unit (215px wide). • GIFs don’t have any looping restrictions, so go nuts.• Keep a 2:3 (width:height) aspect ratio. You’ll get more real estate with vertically-

oriented images.• Put tune-in messaging in the caption to improve engagement.

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Tumblr Ad Specs 9/09/2015

Acceptable Ad Policy

ACCEPTABLE CONTENTTumblr is visited by millions of people around the world, each with his or her own culture, background, and point of view concerning appropriate content. While we strive to promote a free and open discussion online, content that falls into the following categories won’t be approved to run as Sponsored Posts.

• Sexually-explicit or NSFW content.

• Content related to death.

• Offensive slang or religious alignments.

• Content related to drugs or alcohol.

• Depictions of human or animal torture or mutilation.

All Sponsored Posts are subject to Tumblr’s approval. For more information about acceptable content, please read our Community Guidelines and contest rules.

When running a campaign on Yahoo, ad content must also comply with Yahoo’s Unacceptable and Restricted Content policy.

CONTENT OWNERSHIP

You are responsible for the content you post on Tumblr, whether used in paid advertising or not, and should secure the appropriate licenses and clearances (e.g., copyright licenses, rights of publicity clearances for celebrities, trademark licenses, etc). Note also that you have all of the same legal responsibilities inherent in other paid advertising channels (rights clearances, endorsements, etc.) for Sponsored Posts.

PHARMACEUTICAL ADVERTISING POLICY

Pharmaceutical advertisers must obtain advance approval for any creative to run as a Sponsored Post. We hold our users in the highest regard, and reserve the right to disapprove of any content that may conflict with this sensitivity.

Tumblr Ad SpecsRevised 07/10/14

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Tumblr Ad Specs 9/09/2015