Today’s advertising model relies on viewers to remember what they saw and then subsequently search for the website or go to a physical store; neither of which is immediate nor convenient. The resulting time lag between ad view and purchase accessibility dramatically impacts sales conversion.
Advertisers and content providers have very limited capability to engage users at the time and place of viewing the content.
Advertisers do not currently have accurate means of determining who was attracted to their ad, who wants to know more or who is prepared to purchase based on seeing the ad. The industry desperately seeks to measure such attribution.
Consumers want to use their phone as their standard payment device. Paradoxically, today’s “mobile payment” offerings are largely limited to in-store, at the POS. No existing technology offers instant gratification by purchasing or respond to a call-to-action directly from the ad, wherever one may be.