Interactive advertisement driving transaction of an advertised digital content displayed during online playing of a content

Abstract

Delivering and presenting content including an interactive advertisement to a user, including: transmitting the content including the interactive advertisement to an entertainment device through an application, wherein the application is registered under a user account with an app store; playing the interactive advertisement including call-to-action icons to request the user to initiate a transaction for purchasing an item of second content; determining whether the user is requesting an immediate or later purchase; charging for the purchased item of second content to the user account and initiating a background download of the purchased item of second content, when it is determined that the user is requesting the immediate purchase; adding the item of content to the user account, when it is determined that the user is requesting the later purchase; and resuming the transmission of the content.

1 .- 9 . (canceled) 
     
     
         10 . A system comprising:
 an entertainment device configured to download and play content for viewing by a user;   an app store coupled to the entertainment device; and   an online content distributor configured to deliver and present the content including an interactive advertisement to the entertainment device through an application, wherein the user obtains the application through the app store and installs the application on the entertainment device,   wherein the application is registered under a user account with the app store such that an item of second content can be purchased and downloaded in a background mode while the content is presented to the user in a foreground mode.   
     
     
         11 . The system of  claim 10 , wherein the entertainment device is registered with the app store. 
     
     
         12 . The system of  claim 10 , wherein the entertainment device comprises a mobile device. 
     
     
         13 . The system of  claim 10 , wherein the item of second content comprises one of a movie, TV show, sporting event, or game. 
     
     
         14 . The system of  claim 10 , wherein the online content distributor comprises an interactive advertisement unit configured to deliver and present the interactive advertisement on the entertainment device. 
     
     
         15 . The system of  claim 14 , wherein the interactive advertisement includes call-to-action icons to request the user to initiate a transaction for purchasing an item of second content. 
     
     
         16 . The system of  claim 15 , wherein the call-to-action icons are transparent icons overlaid on top of the interactive advertisement. 
     
     
         17 .- 20 . (canceled)