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, combined with the inherent friction of online (navigating for product, entering payment+shipping+ personal details) dramatically impacts sales conversion.
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.