The promise for iAds, per Steven Jobs, is to change the quality of advertising.  Currently, online ads provide an interactive brand experience, while television commercials provide an emotive experience.  The promise of iAds is to fill the white space between the two and provide an emotive, interactive experience.

A primary benefit of iAds is the lowers barrier of participation.  Since it is built into the new Apple operating system, the ads are a part of the mobile experience, therefore when someone engages with an ad, they do not lose their place.  iAds become a brand interlude within their mobile experience.

It all sounds good, except the iAd still hasn’t fixed one problem for many marketers: them.   While iAds lower the barriers of user participation in ads, the same people are making the ads.  Ads about product styling.  Ads about product features.  Ads about them.

In a recent blog (Some thoughts on creating the killer mobile app) I offered a perspective on core consumer ingredients to build successful mobile apps.  Three consumer tenants include:

• My Money, My Time:  Some people spend time to save time, others spend time to save money.  Apps that assist people in minimize time to save money will be beneficial to shoppers. 
• My Purchase: Shopping is about knowledge (not just information).   Knowledge is the synthesizing of personal needs with product information to determine the appropriate fit.  Thnik about apps combining personal information with product features to make recommendations.
• My Life: Macro digital experiences will accentuate my life (e.g. facebook, YouTube).  Most likely these ideas will be ubiquitous in a person’s life including a mobile experience. 

I would like to add another thought to this list, which is the promise of iAds: interactive entertainment.  I like the lean forward objective of interactive entertainment.  It is not passive – the promise turns the user from an “audience” to a “participant”.   Basic learning theory will tell you the more someone is engaged the more memorable the experience.

Ah, but there is a catch — entertainment is about the audience(not the marketer).  Think of successful Super Bowl ads — the most popular ones entertain the masses.  Successful mass interactive experiences follow the same formula (think Elf Yourself).  In both cases the marketer puts the person before the product.  This is not easy for many marketers who prefer to fill their commercials full of product features and benefits — they make it about them.  And to fulfill the iAd promise marketers must truly do Brandvertainment.  Not an easy chore for many.

It shall be unlawful for any person, firm or corporation to engage in the business of buying, selling, trading or exchanging new, used or second-hand motor vehicles or offering to buy, sell, trade or exchange, or participate in the negotiation thereof, or attempt to buy, sell, trade or exchange any motor vehicle or interest therein, or of any written instrument pertaining thereto, on the first day of the week, commonly called Sunday.

So an auto dealer can’t sell vehicles on Sunday. Must really hamper the shoppers … or maybe not. If you drive by most dealer lots on Sunday you will find many new vehicle auto shoppers browsing. Browsing for a new vehicle without the pressure of an overzealous salesperson. Although the law was not designed for the Sunday Shopper, shoppers are using the law as a low-pressure loop hole in their vehicle buying process. Like laws some sales processes are becoming obsolete. This is a new age where information is king, convenience is expected, and service is demanded. Over the past digital decade shoppers have honed shopping techniques to to make more informed purchases. I recently read an interesting stat from a WSJ article titled New Info Shoppers:

A whopping 92% of respondents said they had more confidence in information they seek out online than anything coming from a salesclerk or other source.

Combine this with the fact many people have a general disdain for the high-pressure sales environment and you can see why the Sundays may be appealing to many auto shoppers (at least in Michigan). The fact is many sales processes, not just automotive, are hang-overs from the pre-digital age. While some sales processes attempt to hang on other new sales environments are catering to the New Info Shopper.

Take high-consideration electronic purchased for example. In Detroit two electronic store options are ABC Warehouse and Best Buy. ABC Warehouse (for those who have never had the privilege) is a high-pressure sales process hangover from the 70s and ’80s. The sales people in line wait for their “up” and then swoop in to make the sale. They will then stalk shopper around the store until their prey either leaves or buys. Best Buy on the other hand is less pressure and more information based. Best Buy employees are trained to assist shoppers within a specialized area. Of course there is a variance in service and product expertise from store to store or salesperson to salesperson, but there is no shopper stalking. If you buy that’s fine. If not, come back soon.

In automotive it is rare to come across a dealership that is in tune with the New Info Shopper. I wrote about Collier Lincoln-Mercury earlier this week (see Don’t Train the Fish). Their approach was to let browsers browse, and when they needed sales assistance someone would help. Thinking of Collier, it makes me wonder what happen to Saturn. In the 90′s Saturn’s innovative approach to a low pressure sales environment and one price vehicle appeared to be setting an industry trend. Fifteen years later, Saturn has left it’s origin and has blended into the automotive landscape. Hardly original no longer. Maybe it’s days are numbered too.

The low pressure, expertise environment is desired by many shoppers. Think about the Apple Store and their Genuis Bar. The bar is designed to accentuate the New Info Shopper. Why not apply this to the automotive industry? Sure, there are many obstacles to implementation. Too many to list here. But the first mover will have an advantage, a differentiating brand promise, and a shopping environment conducive to the new age shopper.