Most ads are for branding, for sure, but that's because people don't want to waste time clicking on ads. If you take the time suck out of the equation, people might actually click and save the ads and offers they're interested in.
What I find most interesting is the potential for advertising to get better. Yeah, people have trained themselves not to look at the ads, but that's because the ads are usually pretty bad. If it really will be easy for people to click and save ads, the people who make the ads will want to make those ads ones you're gonna wanna keep.
Pretty ads : ) Useful ads, entertaining ads. Ads people might want to share with their friends. It could be pretty cool.
It's going to work great with deals and offers.