Similar to some of the ads displayed in the mobile apps of Facebook and Twitter, the app install ads in Tumblr’s apps are aimed at driving downloads from Apple’s App Store for iOS and Google Play Store for Android.
Unlike the ads on Facebook and Twitter’s streams, though, Tumblr’s app install ads resemble actual posts more than sponsored “cards.” As noted by TechCrunch:
And because the ads are actually posts, they can be liked and re-shared on Tumblr’s network through its reblogging mechanism. To be clear, the ads themselves only initially appear on mobile users’ dashboards, but the content they contain, when re-shared, can be viewed by any Tumblr user, including those accessing the service from the desktop.
Of course, an app install ad in Tumblr includes a button for downloading the advertised app from the App Store or Play Store or else for opening it if it’s already installed.