Yahoo Acquires Blogging Platform Tumblr For $1.1B, But What Does This Mean For Canada?

Yahoo CanadaThe rumours we had heard last week have trued out to be true and Yahoo has acquired blogging site Tumblr for $1.1 billion over the weekend as it tries to remake itself, and some say become “cool.”

Tumblr was launched in February 2007 and has grown to host over 108 million blogs as of May 2013, many compare its offering to that of WordPress.  However Tumblr has been in the news quite a bit as users have started to post pornographic material on the site which Tumblr is aware of and trying to get rid of while maintaining its growth pattern.  Yahoo’s CEO Marissa Mayer has publicly said “We promise not to screw it up, ” in reference to the way in which Yahoo has often messed up acquisitions in the past – remember Geocities?

So what does this all mean to you, the Canadian advertisers and marketers?

  • Yahoo has said it will integrate its search product into Tumblr
  • Tumblr tend to attract predominately 18 – 24 year olds
  • Tumblr reaches 20% of Canadians online (according to comScore)

In June 2012, Tumblr had entered into its first major advertising deal with ADIDAS so maybe we’ll see the Canadian ADIDAS do something in the coming months.  Either way, what ever is left of the Yahoo Canada sales team, because we certainly do not know will soon have another product to sell.