Digital marketing agency NP Digital has acquired app marketing agency Yodel Mobile. This acquisition significantly expands its team in London and widens the reach across Europe. 

Yodel Mobile CEO Mick Rigby founded the company in 2007 before the Apple iPhone launched. He pointed to a skill set in the performance and digital space called App Store Optimization (ASO), which is similar to SEO for the web.

"We were one of the first agencies doing that, optimizing content in apps for mobile," Rigby said, highlighting performance marketing in the app space as the other.

An understanding of tracking and the ability to funnel data is a focus for Yodel. Although it is not unique, having the knowledge to funnel optimization from click to download to registration makes the company stand out. 

In early 2007, Nokia, BlackBerry and Motorola dominated the mobile market. They focused on devices with physical keyboards and primarily provided basic voice communication, text messaging, and limited internet functions. 

Google AI Mode reminded me that people often carried multiple devices such as flip phones for calls, separate digital cameras for photos, MP3 players for music, and personal digital assistants (PDAs) for organization. 

Rigby will remain with the 30-person company to run the mobile part of newly combined business. The apps agency has been a pioneer in mobile supporting brands like Tinder, UKTV, and B&Q.

The integration will double the number of support in NP Digital's London office and bring advanced mobile expertise to its U.S. and international clients.

Mobile app analytics firm Data.ai estimates that worldwide, people spend on average three to five hours per day using mobile apps.

NP Digital has seen consistent growth in its mobile marketing solutions, driven by client demand for app optimization and app store search strategies.

Yodel's mobile solutions will enhance NP Digital's ability to launch, scale and transform the app experience for clients.

The company will be known as Yodel Mobile by NP Digital.

"We don't want to be a house of brands," said Mike Gullaksen, CEO of NP Digital. "At some point the brand will go away, when the market has recognized Yodel Mobile as a NP Digital company."

Yodel Mobile is the most recent international acquisition of NP Digital. There are a series of upcoming merger-and-acquisition (M&A) initiatives planned for the company in 2025. Last year, the company announced the acquisitions of APAC digital marketing agency SearchGuru and Canada-based creative branding agency Rebl House. 

A variety of trends are heating up in 2025, from AI and mobile security, to personalized experiences and predictive analytics. NP Digital is likely to have its hand in all with support from Yodel Mobile.