Content involving images and animated GIFs works best for advertisers looking to gain attention using the microblogging platform Tumblr, according to Tumblr revenue consultant Rick Webb, speaking at the IAB's MIXX conference. Webb promoted the use of Radar, a user-dashboard ad unit, for such attention-getting animations as spinning Coke bottles. He says Adidas, "The Expendables 2" movie, MTV's "Awkward" and American Apparel have conducted successful campaigns since the company started accepting paid advertising five months ago.