In the wake of the industry’s-first ever annual award ceremony outside of the UK, PerformanceIN catches up with victors of the European Performance Marketing Awards. The Best Use of Mobile category was sponsored by CAKE.

Approximately €45 billion was spent via mobile devices in 2015 by consumers in Europe, and the platform’s dominant role in digital marketing has given rise to no shortage of technical and strategic ingenuity.

As a result, this category turned out to be a particularly competitive one among its European entrants, giving the judges an exceptionally tough task of identifying a single business that has truly come to the fore in this fast-developing space, either by supplying the tech to power a campaign, or launching one itself.

The first outing of the EPMAs this year saw discounting platform RetailMeNot, operator of, take to the stage to receive the well-deserved Best Use of Mobile title.

Reading the landscape

The brand has demonstrated exceptional foresight as a result of extensive market research, which has allowed it push spend on mobile over the last few years, transforming it into a channel-leader on the continent.

“We are very proud to receive this award,” said Giulio Montemagno, senior vice president international at RetailMeNot; “Over the last three years, we have put mobile front and centre of our strategy.”

The campaign that clinched the victory was’s ‘Super Coupons’ campaign; a convergence of innovative marketing techniques, which saw it leverage geo-targeted offers via its app to drive in-store footfall for its retail partners.

“As a business, we’re constantly looking to innovate to provide an outstanding shopping experience to our consumers no matter what device they are using, while helping our retail partners drive sales across all channels,” said Montemagno.

According to the group, mobile offers have proven to be a highly efficient way for retailers to convert mobile traffic into online sales, generating significant and highly qualified footfall to their physical stores.

“This award is a great recognition of the work our teams have done and shows that our solutions are bringing great value to multichannel retailers in Europe,” added Montemagno.

View the full list of European Performance Marketing Awards Winners here