Removing friction from app discovery is a key element for all promotion services.

It's something mobile marketing company TapSense has been working on with its new TapSense Ads for iOS product.

Supporting iOS 5 and 6, this enables users to download apps directly from a mobile ad without leaving the app it's embedded in.

Other features of iOS 6 supported include share the app directly from the ad through iMessage, email, Facebook and Twitter.

More, quicker

"This new ad format is a huge step forward for the industry and will further help the developer community with monetisation," said TapSense CEO Ash Kumar.

"We're dedicated to giving our customers a real competitive edge and we're confident that the hard work we've put into developing and launching the TapSense Ads product will offer big benefits for both the consumer and wider mobile ecosystem."