MANILA, JUNE 19, 2013 – Mobext, the world’s largest mobile marketing agency network, has just introduced LENS, the Philippines’ first auditing service to determine mobile readiness. LENS is a free service but is offered on a first-come, first-served basis.
A significant problem facing local advertisers is the fact that there is a lack of clear insight pertaining to mobile. A recent study conducted by Mobext and the members of the Philippine Association of National Advertisers determined that fully 44 percent of advertisers who invested in mobile claimed to have very little insight regarding their mobile strategy. This is a reason why mobile ad spending is under 1 percent despite the proliferation of smartphones and the spread of the mobile web.
LENS was created to provide Philippine companies with a deeper look into mobile strategy by helping them acquire an objective view of their strengths, weaknesses and missed opportunities on mobile. It aims to do so by measuring company performance according to the key areas of search, social media and mobile assets (including mobile sites, SMS campaigns and apps). LENS also comes with competitive benchmarking and best practice recommendations.
Arthur Policarpio, head of Mobext Asia-Pacific, said that a clear view of mobile strategy is a key first step before investments in this medium can be increased. LENS, he said, can provide an expert review of marketers’ mobile presence to help them proceed more strategically with future mobile campaigns.
Learn more about LENS here.
