The study also suggests that media consumption has a tangible, positive effect on how Tumblr users view brands. Tumblr users who engage with — either by liking, following, clicking on or reblogging — user-generated Tumblr posts are 2.6 times more likely to take an off-site action related to the content of that post. When Tumblr users engaged with brand-produced posts, the lift was even higher (3.3 times). Tumblr may be a great place to publish branded content, but brands and agencies have to date been uninterested in its ads. Indeed, Yahoo has yet to boast about Tumblr bringing in significant ad revenue. Yahoo CEO Marissa Mayer crowed about 65 of the largest U.S. advertisers being on Tumblr, but not spending on Tumblr. “The ads themselves are native, large, beautiful – and now even in video form. But CPMs and minimums can be higher than Facebook and Twitter. And many of our clients need more than inferred geography and gender, targeting-wise,” Ben Winkler, chief digital officer at media agency OMD, said. “Our clients love to see their content there. The challenge is getting them to pay for it.” Get the full story at Digiday