SOURCE: Undertone


June 09, 2015 15:19 ET

Undertone and Betaworks Partner to Launch Tapestry™ Mobile Advertising Format

Exclusive Partnership Brings Innovative Mobile Storytelling Format to Brands, Agencies, and Publishers Across the U.S.

NEW YORK, NY--(Marketwired - June 09, 2015) - Today, digital advertising company Undertone announced an exclusive partnership with internet start-up studio Betaworks to bring its proprietary Tapestry mobile ad format to market.

Tapestry is an innovative brand-building format designed specifically for the mobile user experience. It offers a unique canvas for brands to tell their stories through a combination of full-screen images and animated GIFs, letting consumers control the pace of the story by tapping to proceed. As a result, Tapestry ad units have seen strong engagement levels and time spent by users, two key brand advertising metrics.

"Tapestry is a very different type of format because it's been designed especially for mobile phones," said James Cooper, Head of Creative at Betaworks. "It takes advantage of a native mobile behavior -- the tap -- to engage with the user in a very natural way. Being in control of the storytelling makes this unit especially appealing for consumers, and the format itself provides a perfect canvas for brands."

Tapestry originally launched in 2014 with a limited set of brands and publishers. In looking for a partner that could bring the format to the broader industry, Undertone's deep relationships with brands, agencies, and publishers and focus on high impact formats made it an ideal choice.

"Combining Betaworks' Tapestry format with the market knowledge and digital advertising capabilities of Undertone is an exciting development," said Michael Zimbalist, Senior Vice President Ad Products and Research and Development for The New York Times, one of the first companies to offer the Tapestry ad unit. "Their joining forces is sure to enhance this promising innovation even further and we look forward to what's to come."

Said Undertone CEO Corey Ferengul, "Betaworks has a history of turning out well-made and well-loved digital products, and Tapestry is no different. We're excited to have the opportunity to partner on this product; our focus on helping brands tell standout stories on digital platforms makes Tapestry a perfect fit for our clients."

Tapestry is a registered trademark of Betaworks, Inc.

About Undertone
Undertone is the leader in high quality cross-screen digital brand advertising at scale. Our proprietary high impact ad formats enable brands to stand out online and engage users with stunning creative experiences on top mobile and desktop properties. Through our innovative technology platforms, we deliver attention-grabbing ads on every device through traditional and programmatic methods while aggressively protecting advertisers from digital ad fraud. Learn more at

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