Mobile marketing firm Yodelmobile has launched an app discovery campaign for a “well-known financial services client”. The UK campaign aims to put the client’s app, which will allow users to check for key financial data on the go, into the Top 10 listings in the relevant categories of the Apple App Store and Google Play.

Initial targeting has been done based on genre, and is aimed at business and financial information news sites and relevant app store sectors, as well as analysis of the audience demographics. The campaign will be monitored on an ongoing basis, with Yodelmobile observing traffic, downloads and usage to check the success of the campaign and fine-tune campaign activity to optimise the results in real-time.

“The tendency with mobile campaigns is for a company to spend 90 per cent of its budget on developing an app or mobile site, and only about 10 per cent on actually promoting it,” says Yodelmobile commercial director, Mike McLauchlan. “However, app stores are now so busy that you cannot hope to be discovered by luck. It’s important to make sure that you reserve enough budget to be able to shout about the great app you have produced, and it’s very satisfying to be able to work with an enlightened client that has done just that with this campaign.”

Yodelmobile runs app discovery campaigns across iOS and Android for a range of clients from the publishing, retail, recruitment and travel sectors. Chairman Mick Rigby was recently appointed to the UK Advisory Board of the Mobile Marketing Association, and the firm has recently hired three new people.

Ruth Rigby has been appointed head of intelligence & insight, after a 16-year agency career working for clients including Pizza Hut, Pedigree, The Co-operative Bank and the BBC.

Nino Venuto joins as head of design. He has 10 years’ experience in the corporate sector, and his role at Yodelmobile will be to further develop the firm’s creative output including mobile site and app design, HTML ad units and mobile creative.

Finally, James Swan has joined Yodelmobile as an account executive. His experience includes stints with agencies, including MindShare and the Blue Hive.