Dive Brief:
- Startup factory Betaworks is taking an underperforming product and repurposing it offer a new mobile advertising solution.
- Tapestry—originally designed to let users screen tap through stories—will now be turned toward advertisers to tell their own narratives.
- Advertisers will pay between $5,000 and $10,000 for a creative fee and then cost-per-thousand-impressions.
Dive Insight:
Mobile advertising has its problems. Ads are either too small or annoying for users to clear from the screen. With Tapestry ads, there's an element of interactivity that could be appealing to mobile users. Of course, those users will need to find the narrative interesting instead of annoying, which is not a small challenge to the creative team. If successful, Tapestry could have found an entirely new way for advertisers to reach audiences on mobile.
