Think about a situation - your credit card or utility bill payment date is just few days away. Worst if you miss the date - many company penalize the customer. In this situation if a agent comes to you and remind you saying payment is due and he can take the payment from you now. Imagine the same in an online experience. You browse any website and some where in the page the agent appears and informs you that payment is due or overdue and you can make the payment now.
This idea can be extended to online advertisement (I read it somewhere that someone already done that). To cable or IP TV.
Is not it disruptive and bring huge potential?