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Awesome idea - bringing Easyjet's business model to TV buying. These guys will probably make lots of money.
Should be good to open up TV ads to smaller businesses, however it will probably mean that there will be huge numbers of really bad adverts.
We already see too many direct response adverts (e.g. for insurance or loans) on television. Intrusive advertising needs to be engaging in order to make sure people continue to accept the idea of watching ads in exchange for free television.
This development will keep the tv ad market alive, but will ultimately hasten the demise of television's current business model. It'll be bad for the advertising industry as a whole - as the cost of a television spot declines, the amount invested in the creative product will also decline.