Viacom Deal Will Bring ‘MTV Movie Awards’ and Other Content to Tumblr

Source: Thinkstock

Source: Thinkstock

MTV, Comedy Central, and Nickelodeon content are ahead on Tumblr while Viacom, the parent company of these and many other channels, just signed an exclusive advertising deal with the Yahoo-owned blogging site.

Viacom content will appear on Tumblr using the already existing native advertising platform and new content developed by Viacom exclusively for Tumblr. The first event likely to be affected by this new partnership is the 2014 MTV Movie Awards, which will air in April. Viacom will be uploading various types of content including photos, video, and, of course, animated gifs to the social media platform before, during, and after the televised event to raise buzz and generate viewership.

Social media often benefits from award shows. Most recently, Twitter’s record for the most retweeted Tweet ever was broken by Oscars host Ellen DeGeneres when she posted a star-studded group “selfie” to her Twitter account mid-ceremony. The photo was so popular that it caused Twitter to crash briefly that night. It was retweeted more than 3 million times. The resulting news story helped spread the photo further, benefiting both Twitter and the Academy Awards by generating a story that remained a part of the news cycle for days after.

Award shows also generally generate social media postings on Tumblr, Facebook, and other social media outlets, something that advertisers want to take advantage of by reaching users as they post during the show. “Viacom’s partnership with Tumblr gives advertisers yet another way to ride the huge wave of social activity fueled by our passionate fans and constant stream of premium content,” said Jeff Lucas, Head of Sales, Music and Entertainment, Viacom Media Networks, in a press release announcing the new partnership. “Tumblr is a rich environment for creative collaboration with advertisers and an immersive platform for us to tell our story in the fun, authentic voice of our brands.”

Yahoo CEO Marissa Mayer said that she sees Tumblr as a platform for storytelling and a great platform for content, including advertising, at the 4A’s Transformation Conference in Beverly Hills, California. The challenge is to create beautiful ads that fit in with the rest of Tumblr’s content, she said.

The social media platform certainly has a wide reach. Tumblr has approximately 177 million blogs. About 93 million posts appear daily, many of them with multimedia elements, such as images or animated gifs. Sponsored posts are a growing part of the site.

The announcement will not be the first time that Viacom has used Tumblr to distribute content. The company has been posting its content from various networks to its Tumblr blogs since 2009, but the deal is the first time a major television company has made a deal with the Yahoo-owned blog site. The company currently runs about 40 blogs on Tumblr with about 3 million followers total for those blogs. Nor is this parent company Yahoo’s first dealing with Viacom. Last September Yahoo announced a partnership with Viacom that allowed Comedy Central content to be viewed on Yahoo’s Screen mobile app.

More From Wall St. Cheat Sheet: