Tumblr's return on investment may be worth as much as four and a half times as much to retail advertisers as its current value because of the way revenue per visitor is measured, according to an Adobe study. Many marketers measure revenue per visitor based on the final clicks in a purchase pipeline, the study found, rather than at the point where intent to buy originates -- which is often a social site such as Tumblr. The microblogging website is especially good at driving sales because it is "the happiest social network. ... You don't go to Tumblr to rant," said Adobe digital ad analyst Tamara Gaffney.
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