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.