Mark Blaskey, Management Supervisor of Team Land Rover at Wunderman, tells us that to be successful, a mobile strategy needs to be contextual and relevant. That means advertisers need to package content in a way that makes sense. For example, with Land Rover, they didn't just make an app to have an app. They made one that serves as a manual—which is something consumers needed. The app the drove users to use it an average of 21 times, compared to just eight times for a previous app.