Dive Brief:

• Mobile marketing company Vibes has released WalletAds to work with Apple Passbook and Google Wallet. 

• WalletAds allows users to tap and save offers directly, without redirects or download requirements that discourage shoppers. Marketers can also access ROI measures from the results.

• Vibes notes that more than half of U.S. consumers are interested in accessing loyalty and coupon benefits via their phones, and 41% of marketers are planing mobile wallets within the next year, according to Forrester Research.

Dive Insight:

For the most part, mobile ads have been discouraging to shoppers who must download separate apps or are redirected to the web when ads are clicked on. WalletAds by Vibes helps move past this mobile marketing conundrum by allowing users to access loyalty deals and other offers with a tap that sends the offers to Google Wallet or Apple Passbook.

“Mobile advertising is broken, but the rapid growth of mobile wallets is set to change that,” says Vibes CEO and co-founder Jack Philbin in a statement. “By making the consumers’ personal mobile wallet the post-click destination for any mobile ad they click on, we are giving them a far more effective way to respond to the ad, which will in turn bring greater ROI for advertisers.”