Widespace has revealed a new mobile ad format that can place digital coupons on an iPhone or iPad’s Passbook app. The company hopes by linking the two, it can bridge the gap between advertising and conversion.
The digital coupons have the added advantage of being able to detect a user’s position. It’s then possible to feed the user information through the Passbook app so that when they’re close to the brick and mortar store, dealer or restaurant, the coupon can be redeemed.
Founded in 2007, Widespace is headquartered in Stockholm. It also has regional offices in Oslo, Helsinki, Hamburg, Amsterdam, Paris and Dhaka.
Widespace’s sales manager, Toni Kaski, confirmed that the ads have already been performing well. “We have noticed considerably higher Click-Through-Rates (CTR) on ads with these kind of offers compared to regular mobile campaigns,” he said.
Passbook is Apple’s own app for collecting all manner of tickets, coupons and loyalty cards on iOS devices. The app has already been put to good use by a number of brands in the UK.
Kaski talked up how Apple’s software was a good match for Widespace’s product. “It is exactly this type of format that really takes advantage of the phone’s capabilities and the fact that it is an “on the go” channel like no other,” he said.