Digital advertising thoughts from the minds at MediaNet

Mobile payments may be coming in the near future to a restaurant near you (source: MediaPost). Some restaurants are already testing self-payment ipads built into restaurant tables, so mobile payment would be the next step. How would this change digital advertising? Extending beyond the traditional OOH, advertisers would be able to reach consumers during the checkout process.

Imagine, the ability to target advertising based on mobile payment location (restaurant/store) coupled with timing or what was purchased in the transaction. The ads would have viewability almost guaranteed  e.g. the ad could be part of the loading screen when the payment is processing.  For example, heartburn and indigestion medicine if someone is checking out after a very large meal. An ad for a new released movie or entertainment coupon for an after-dinner activity.  The associations made would have incredible branding potential.