The Mobile Playbook: Updated with New Strategies on Mobile Creativity and ROI

(cross-posted on the Google Mobile Ads Blog)

Earlier this year, we launched The Mobile Playbook in the US to help brands and agencies develop winning mobile strategies. At the time, most marketers had already moved beyond the “why mobile?” question, but didn’t know where or how to get started. Now it’s become clear that, when done right, mobile works for marketers. As the industry has evolved, we’re seeing examples of marketers designing compelling mobile creatives, and how savvy advertisers are finding ways to measure the real value that mobile has on their businesses. These are two areas that have been top of mind for the thousands of marketers that we’ve talked with and we’re excited to expand the playbook to delve deeper into these topics.

In The Full Value of Mobile section, we dive into the range of mobile conversions possible today and how they provide economic value to businesses in ways that marketers may not realize. For example, Adidas worked with iProspect to evaluate how mobile clicks on their store locator links were driving in-store sales, and ultimately found that each mobile store locator click was worth $3.20.

With mobile debuting as a new category at the Cannes International Festival of Creativity this year, it’s clear that mobile has truly arrived as a creative platform. According to Terry Savage, Chairman of Cannes Lions, "We're now starting to see some marketers build incredibly engaging and immersive creative for mobile. We sought out to celebrate these great mobile creatives at Cannes Lions this year and inspire others to think about how to bring their brands to life on mobile." The Mobile Creativity section explains why mobile is unique and powerful from a creative perspective, and shares examples of how marketers from around the world have used mobile to bring their brands to life.

The Mobile Playbook was created as a one-stop resource to spotlight brands that are making mobile work for them and to reflect our latest recommendations on how marketers can approach mobile strategically. We’ve also rolled out international versions of The Mobile Playbook across different countries, including Brazil, Argentina, Mexico, France, and the UK, and will bring the playbook to Japan, Australia and Italy over the coming weeks. We welcome your input, and will keep adapting the playbook as the industry continues to evolve.

Posted by Jason Spero, Head of Global Mobile Sales & Strategy