NP Digital, a global leader in end-to-end digital marketing, has announced a strategic acquisition of Yodel Mobile, the 2024 App Growth Awards App Marketing Agency of the Year. This move marks a significant enhancement to NP Digital’s mobile marketing capabilities and doubles the size of its London-based operations. It also signals a broader commitment to mobile-first strategies as consumer behavior increasingly shifts toward apps.

Yodel Mobile: A Mobile Marketing Pioneer

• Founded in 2007, Yodel Mobile has long been a key player in mobile app growth, offering innovative strategies for brands including:

  • Tinder

  • UKTV

  • B&Q

• With its deep expertise in:

  • App Store Optimization (ASO)

  • User Acquisition

  • Strategic Consultancy,
    Yodel Mobile brings a robust suite of services to the NP Digital portfolio.

• The acquisition is timely, as mobile apps now account for over 100 billion hours of user engagement per year and have a 157% higher conversion rate than mobile websites, according to industry data.

Strategic Value: Why NP Digital Is Doubling Down on Mobile

• NP Digital has experienced consistent growth in demand for mobile-focused marketing solutions, particularly:

  • App optimization strategies

  • Search discoverability within app stores

  • Personalized, in-app experiences that align with evolving consumer expectations

• By bringing Yodel Mobile into the fold, NP Digital is:

  • Expanding mobile capabilities across North America, EMEA, LATAM, and APAC

  • Enhancing its ability to launch, scale, and optimize app experiences

  • Positioning itself as a full-spectrum solution provider for brands navigating a mobile-first landscape

“This acquisition reaffirms our commitment to clients by investing in solutions to help them succeed in an increasingly mobile-first world,” said Mike Gullaksen, CEO of NP Digital.

What This Means for Clients Worldwide

The integration of Yodel Mobile provides immediate benefits to NP Digital clients across key industries:

• Finance

• Travel & Hospitality

• Wellness & Fitness

• Education

• E-Commerce

With mobile internet usage accounting for 90% of online activity in apps, brands are looking for ways to meet customers where they are. This partnership delivers the strategic know-how and operational scale to do just that.

“Yodel Mobile has established itself as an industry pioneer… and we are thrilled to welcome Mick and their amazing team,” said Mark Fagan, Managing Director of NP Digital EMEA.

Aligned Values and Future Ambitions

According to Mick Rigby, founder and CEO of Yodel Mobile:

“Joining NP Digital is an exciting opportunity to bring our mobile growth strategies to more brands worldwide… We share a commitment to service, innovation, performance-driven strategies and measurable client growth.”

This acquisition is not a one-off. It follows other notable international M&A activity by NP Digital, including:

• SearchGuru (APAC, 2024)

• Rebl House (Canada, 2024)

These moves illustrate NP Digital’s broader strategy to become a top-tier global agency across all digital disciplines, with mobile at the forefront.

NP Digital’s acquisition of Yodel Mobile underscores a pivotal shift in digital marketing: the central role of mobile app ecosystems in delivering brand value and user engagement. As mobile becomes the primary mode of digital interaction, this partnership strengthens NP Digital’s ability to help clients adapt, grow, and lead in a mobile-first world. With a shared vision for performance, innovation, and global impact, the two companies are poised to reshape the future of app marketing—one download at a time.