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

A system comprising:

• an entertainment device to download and play first content for viewing by a user;
• an app store coupled to the entertainment device;
• and
• an online content distributor to deliver and present the first content including an interactive advertisement to the entertainment device through an application,
• wherein the application is already installed on the entertainment device and 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,
• wherein the user obtains the application through the app store and installs the application on the entertainment device;
• the entertainment device to play the interactive advertisement during the transmission and presentation of the first content by:
• displaying call-to-action icons of the application during the playing of the interactive advertisement to request the user to initiate a transaction for purchasing an item of second content;
• purchasing the item of the second content using the call-to-action icons of the application during the transmission and the presentation of the first content, wherein purchasing the item of the second content using the call-to-action icons of the application is made easier by taking advantage of a connection between the application, which is already installed on the entertainment device, and the app store in which the application is registered under the user account;
• the online content distributor to:
• determine whether the user is requesting an immediate or later purchase of the item of the second content;
• charge for the purchased item of the second content to the user account registered in the app store and through the application, when it is determined that the user is requesting the immediate purchase;
• add the item of the second content to the user account, when it is determined that the user is requesting the later purchase;
• the entertainment device to initiate a background download of the purchased item of the second content and playing the first content during the background download of the purchased item of the second content, when it is determined that the user is requesting the immediate purchase, and to resume the presentation of the first content.