Tumblr Signs Advertising Deal with Viacom

The first special ad is to go live during the incoming MTV Movie Awards

Tumblr has just secured a big advertising deal with Viacom. According to the agreement, cobranded campaigns will become visible on the site to marketers tied to TV programming for broadcasters owned by Viacom.

According to the announcement, Viacom will offer cobranded content campaigns this year, which means that you will soon start seeing them on the network. The financial terms of the deal have not been revealed.

Tumblr’s already existing ad products will be mixed with custom content from Viacom’s MTV, VH1, CMT, Nickelodeon, Comedy Central, TV Land, Spike, and more.

The partnership between the two companies will launch alongside the 2014 MTV Movie Awards, which are set to air on April 13. MTV is expected to post pictures, clips and GIFs, as well as other interactive content on Tumblr ahead of the show, but also during the event and afterwards.

“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. 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,” said Jeff Lucas, Viacom Media Networks exec.

The collaboration between Viacom and Tumblr has been going on since 2009, but this is the biggest deal between them so far.

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