VisitBritain is kicking off the fall/winter travel season with a new slate of content marketing strategies, thanks to a renewed, bulked-up effort from Tumblr. The partnership will involve the 'Discover Great Britain' Tumblr page-which incorporates GIFs, images, and original content-along with video content creation and native advertising distributed across all Yahoo platforms, including the Yahoo Travel magazine. Yahoo's branded-content-solution team will lead the year-long effort.
Joss Croft, marketing director at VisitBritain, is already touting 'phenomenal benefits' from the partnership. 'We're delighted to continue our successful partnership with Yahoo,' he shared with The Drum. 'We're thrilled with the initial results.' Although specific numbers were not disclosed, Tumblr has been working hard at building out its ad products and services for marketers. The microblogging site recently announced the debut of in-stream ads, which-similar to their Facebook predecessors-will automatically play on desktop computers and mobile devices. This presents a great opportunity for VisitBritain's branded content to leverage the burgeoning consumption of video content.
Brands like Hulu, JCPenney, Lexus, and Unilever are all getting in on the fun-and for many, that means going beyond just video ads. According to Ad Age's 2014 Content Marketing Report, more than half of marketers plan to increase their content marketing budgets. Surveying 191 marketing and ad agency executives, Ad Age also found that although at least 90 percent of all B2B and B2C companies currently use content marketing, 50.9 percent find creating engaging content the biggest challenge.
Partnering with Tumblr could prove to be a match made in heaven for the British travel agency. According to a recent earnings call by Yahoo's Marissa Mayer, monthly mobile users grew 71 percent year over year in addition to the 40-percent spike in audience growth from 300 million to more than 420 million users.
'The number of registered blogs nearly doubled from 105 million to 206 million, mobile monthly users of their mobile app grew by 50 percent and, perhaps most impressively, Tumblr time spend grew from 22 minutes to 28 minutes,' Mayer said. She continued that Yahoo is expecting $100 million in advertising revenues in 2015 from Tumblr. This explains why Yahoo has been betting on video and investing in a branded-content-solution team-to better help marketers leverage their growth and create engaging content.
The majority of brands consider content marketing strategies for improving perception and visibility, and many marketers have created separate budget lines for it. It's partnerships like VisitBritain/Tumblr that keep mouths watering and highlight the possibility of garnering more ROI than expected.
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Prior to going freelance, Riley's worked for Advertising Age and Creativity Magazine where he aided in online and print production. He's covered media, agency, digital, and social at the magazine-from CMO Strategy and KONY 2012 to landing an interview with the minds behind Hologram Tupac. Currently he is a freelance content writer for Viacom, Procter & Gamble, Anheuser Busch-Inbev, and Skyword. He is also a frequent contributor for Ebony Magazine, focusing on politics, social issues, and pop culture.
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