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Tumblr follows Instagram, rolls out video ads

November seems to be the month for video on social. Earlier this month Instagram rolled out video ads, now Tumblr is following suit.

Video vision

Tumblr's video ads are now appearing on users' dashboards and can appear in looping form, similar to Vine vids.

Like Facebook video advertisements, the clips won't feature sound unless users click on a speaker button. To keep the Tumblr experience intact, a pop-out video player allows users to keep scrolling while the clip plays.

Users can also choose for the videos to play in HD.

Baby steps

The video ads are part of a pilot program that features 11 brands including Lexus, Universal and JCPenny.

As part of extending the olive branch to other brands, Tumblr's video player is compatible with Vine and Instagram videos – meaning content can be repackaged.

In addition, Tumblr is not charging for looping videos, ads viewed for less than two seconds, and clips that are shared or reblogged.

Stay tuned to see how Tumblr's teen users respond to the monetised moving pictures.

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