Social blogging platform Tumblr has rolled out a new mobile-only ad unit called Tumblr Sponsored Apps enabling app publishers to target its young, mobile-focused audience with app install ads.

The shareable, sponsored posts will let developers drive users to the iTunes App Store or Google Play Store to download new apps while using creative, native content that appeals to the sites users.

The introduction of app install ads mirrors Twitter and Facebook, where mobile ads how account for 66 per cent of its total ad revenue. Among the developers introducing app install ads on Tumblr are GREE, Big Fish and Betaworks.

Because the posts will be integrated into users feeds like any other content, they can be liked and shared across the Yahoo-owned network.

“Thats one of the most exciting parts about this,” said Max Sebela, creative strategy manager at Tumblr. “Not only are we opening ourselves up to another industry, another group of creators – we see how excited our users get excited about games and apps, creating whole presences around their reinterpretations of them, their fan art. They create whole communities around playing them.”