YouTube and Facebook have long been the favored social accounts promoted by brands in paid search ads. Visa is cracking the mold. In what may be a first for a major brand, the Olympic sponsor is using paid search to drive visitors to its Tumblr account. The ads are appearing on both Google and the Yahoo Bing Network.
Visa
also appears to be the only major Olympic sponsor to have made Tumblr
its Olympic content hub. From its Tumblr account, Visa links to all of
its other social channels and features video and other content assets
that are distributed across the other networks, including Facebook where
it has over 12 million fans. Search monitoring firm BrandVerity said it
has tracked
Visa advertising across a number of Olympics-related keywords such as
“Olympics games,” “Sochi winter olympics” and “sochi 2014.”
While
it may not be the very first, Visa’s move could be a sign that Yahoo’s
billion dollar acquisition is becoming important enough to brands that
they’re willing to pay to drive traffic to their Tumblr accounts.
However, it’s likely to be a slow move. In SERPS related to “Olympics
ads,” Visa is taking the more traditional approach of driving users to
its YouTube channel.Kellogg’s, AT&T and McDonalds are among the other major Olympics sponsors buying ads on the search engines to promote their Olympics participation, television commercials and content.
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