Documents | MMA

2019 SMARTIES APAC

 
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Over the time that WARC has carried out this survey with the MMA, the role of mobile in the arsenal of marketers has grown significantly. As smartphone technology becomes more and more sophisticated, the line between the mobile medium and the rest of the online media mix is increasingly blurred. This blurring means the distinction between mobile and the rest of digital is hard to make, leading to fewer respondents this year labelling their strategy as ‘mobile-first’ and only 22% having a separate mobile marketing budget. 

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June, 2021
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Over-the-top (OTT) advertising is more popular than ever before. With new streaming services appearing regularly, advertising opportunities have grown considerably. This guide will help clarify what OTT advertising is and the different types of media buying methods.
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June, 2021
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As more businesses continue to invest in MarTech solutions, and the Indonesian marketing landscape continues to evolve, it is crucial for marketers to identify trends and best practices that will help them accelerate business growth. 

In line with MMA’s mission to continuously enlighten, empower and enable marketers to shape the future of modern marketing, we have developed the MMA Indonesia MarTech Report 2021. It includes valuable insights into Indonesia’s MarTech landscape, delving into topics such as advertising and promotion, content and experience, and commerce and sales.

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June, 2021
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18.7MB
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Despite Identity Concerns, MMA Global Research Finds Nearly 50 Percent of Marketers Believe Multi-Touch Attribution is Still the Future of Marketing Measurement. Data regulations and lack of executive buy-in remain hurdles for the adoption of MTA.
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May, 2021
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The Modern Marketers Guide to MarTech Maturity is an initiative by the MMA India AMMP community represented by the MarTech council.

It's the only industry Playbook to showcase MarTech maturity across different organizations and sectors with complete guidance on choosing and utilizing MarTech stacks effectively.

What makes this MarTech Playbook unique:

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May, 2021

In March 2021, the MMA conducted a study to gain insight into how marketers, agency executives and media sellers are approaching the upcoming changes in IDFA and how they are preparing for the future of the ecosystem.

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April, 2021
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April, 2021
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The MMA’s MTA Tactical Success Guide is a tool for marketers to determine their organization’s data readiness for employing Multi- Touch Attribution, discussing specific data linking strategies, the value of Unified User IDs and more. It also includes a workbook which allows marketers to examine how their own data might be used in MTA.

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April, 2021

MMA, in collaboration with Isobar; Powered by Slang Labs, launches the much-awaited - The Voice Playbook. The Playbook unpacks the potential impact of Voice capturing global and Indian media insights paving the way on how marketers can win with Voice. It will throw light on insights that will help you enhance your brand-customer journey. Unfolding :

Key Takeaways:

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April, 2021
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In June of 2020, Apple announced that with the introduction of iOS14, new privacy features would include consumer opt-in for permission to track.

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March, 2021
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To achieve better results, we must break the cycle of using the same tech in the same way.

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March, 2021
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A concise reference tool that visualizes all of the data needed, giving brands a clear picture of how datasets can interact and be integrated for successful MTA execution. It is intended to be a collaborative tool for marketers, agencies, DMPs and MTA providers to use to ensure nothing gets left out of the discussion.

Specifically, it shows:

  • How aggregate data can be tied back to unified user IDs
  • The components of linkable marketing
  • How first, second and third-party data flows into creating audience segments
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April, 2021
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March, 2021
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The Next Era of Digital Marketing
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March, 2021
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Demystify learn more about AI’s value to the marketing and media industry IBM Watson Advertising.
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March, 2021
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23.6 MB
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We are delighted to share with you our much insightful information regarding the potential of mobile marketing to approach rural consumers via the Vietnam Rural Report by Cốc Cốc.

MMA, in collaboration with Cốc Cốc, has established a detailed report which aims to provide marketers with valuable figures of the potential of mobile marketing in Vietnam’s rural area in 2020, especially when the rise of digitalization has great contributions to various campaigns’ success.

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January, 2021
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January, 2021
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This session summarizes the six marketing growth frameworks presented as part of the series and provide strategic guidance around the pros, cons, and considerations of each.

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January, 2021
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January, 2021
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MMA, in collaboration with Adtima, has established a detailed report which aims to provide marketers with valuable figures of mobile marketing in Vietnam during 2019-2020, especially when the rise of mobile trends has great contributions to various campaigns’ success.

The data and information in the report will be revealed in the webinar which includes 2 main sessions: the mobile marketing infrastructure and the mobile marketing trends 2019-2020.

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December, 2020
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In this joint project between MMA Global and Neustar, we used return on ad spend (ROAS), a widely used measure of marketing success, to develop an innovative ‘v2.O’ framework—as this report’s title notes—to help brands target a new group of consumers: the ‘movable middles.’

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January, 2021
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MMA & GroupM has released the much-awaited, Modern Marketing Reckoner –a detailed and conceptualized report keeping in mind the business and ecosystem situation in 2020.

With the various shifts that have happened in 2020, the report focuses on two major perspectives – the consumer lens and the marketer lens.

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December, 2020
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Modern Marketing Reckoner Indonesia 2020

A report that takes us through how brands & consumers in Indonesia need to adapt seamlessly in this rapidly transforming digital environment.​

Highlights :

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December, 2020

The report shares the results of our exclusive survey amongst leading marketers in India on Marketing Technology adoption.

Marketing Technology adoption in India is in a growth phase and the report gives you current and rich insights into how diverse Indian companies are investing in it.

Key insights include:

  • Share of MarTech Budgets Used
  • MarTech Adoption & Usage
  • Future Marketing Technology Trends & more

 

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December, 2020
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The report includes topics on the impact of mobile in the advertising and marketing Industry, covering various data, valuable insights, several techniques, allocation of budgets, mobile effectiveness and trends & outlook in the industry. The report showcases how mobile has been resilient despite budget constraints during the pandemic & how we are important this space has become for brands and marketers.

Highlights:

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November, 2020

MMA India, in association with mFilterIt, has published the Ad Fraud Elimination Guidelines recommending best practices to combat the challenge through collaborative endeavours of advertisers, agencies and the publishers.

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November, 2020
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November, 2020
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In October 2020, the MMA conducted a study to gain insight into how marketers are approaching the upcoming changes in IDFA and how they are preparing for the future of the ecosystem.
Release Date: 
November, 2020
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This whitepaper aims to explain the most important terminology, sources, and insights into which advertisers should be aware to manage successful mobile marketing campaigns. Created by the Mobile Data Quality Lab of MMA Germany the whitepaper dives into recent facts and figures around mobile usage; the role of digital identifiers on smartphones; an overview of types of data available; and specifics on location data. The whitepaper concludes with an eight-step checklist that equips marketers to put valuable advice into important practice.

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November, 2020
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October, 2020
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October, 2020
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Mobile video ads are becoming more and more popular with 61% of German users already consuming videos on their smartphones. In the early days we saw spots, produced for TV also running on desktop or mobile phones. Thank goodness this isn’t the case anymore for most video ads, and many advertisers and agencies have understood to treat online and mobile channels differently. However, there are still many pitfalls and challenges for creators and brands when producing content for mobile devices. And we still see many videos which do not yet conform to the latest best practices.

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October, 2020
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The Mind the Gap Report shines a light on changes in the media landscape in Germany between 2012 and 2020, contrasting Gen Z, Millennials, Gen X and Baby-boomers’ media behaviour. It is a good starting point from which to inform advertisers where they should prioritise and focus their experiments and learning agendas; to ensurebrands are more consumer-centric, and to give them the best opportunity to find new customers and grow their business.

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October, 2020
The State of the Industry: 2020 Mobile Marketing in APAC

Mobile has consistently been an effective marketing channel in Asia Pacific (APAC) and is playing a pivotal role in shaping the future of modern marketing. The onset of COVID-19 has pushed it further into the spotlight as people turn to mobile applications for relevant healthcare information, entertainment and staying connected with loved ones. This has reaffirmed the importance of mobile marketing, which is further exemplified by a rising number of companies investing in mobile platforms to target their customers.

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October, 2020

The report includes insights on the impact of mobile in the industry, mobile marketing & its types and techniques, insights on mobile budgets & effectiveness in the industry. The report showcases how mobile has been resilient despite budget constraints during the pandemic & mobile video being a significant marketing activity for most.

Key Highlights:

Release Date: 
October, 2020
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The global pandemic has set off a chain reaction of shocks – from digital surge to brand loyalty shocks. Retail leaders navigating this time of exceptional uncertainly need steady focus to manage current challenges. In the future operating models and capabilities, that allow agility and efficiency to quickly capture pockets of growth, will be more relevant to retailers than ever before.

This report highlights how consumer are growing appetite for tech-forward experience are reshaping retail and why safety and convenience will continue to be critical.  

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September, 2020
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July, 2020
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July, 2020
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July, 2020
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July, 2020
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June, 2020
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Covid-19 has created unprecedented disruption in every aspect of life including marketing and advertising. According to a recent study 70% of buyers have already adjusted or paused their planned ad spend, while 16% is still determining what actions to take. In this document we summarize some of the Industry’s best thinking in terms of advertising in times of crisis and we try to answer the key questions that block efficient marketing decision-making right now.

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June, 2020
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December, 2019
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A long-time client of a leading omnichannel demand-side platform (DSP) added new partners to their media mix, which resulted in a sudden performance downturn on the DSP’s existing campaigns. The client’s marketing manager consulted the DSP’s analysts and expressed concerns over traffic pattern anomalies, such as high click-to-install ratios and abnormal time-to-install outliers, amongst the new partners. The DSP suspected that the new partners were stealing conversions not only from their campaigns but also organic installs. This was in spite of the advertiser having their current mobile
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April, 2020
A major mobile app gaming company with hundreds of titles in the top charts became concerned after seeing abnormal performance in some of their campaigns. High click-throughrates and low user quality raised concerns about possible ad fraud that their own tools weren’t correctly detecting. They hoped to mitigate fraudulent tra!c to get cleaner data, which would allow them to strengthen their campaigns and improve return on ad spend (ROAS).
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April, 2020
A worldwide telecommunications and financial wire service company was concerned about performance anomalies in their mobile app acquisition campaigns. Certain key performance indicators (KPIs) seemed over inflated, and post-install engagement with important conversion events was less than desirable. For the marketing team, understanding their true return on ad spend (ROAS) was elusive and they were deeply concerned about ad fraud.
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April, 2020

The MMA Measurement Committee in Vietnam, joined by 18 different companies in the Vietnamese Advertising Industry, aims to eliminate confusion and reduce friction in the marketplace, by creating more transparency and developing measurement standards and best practices for the Vietnamese market. For that purpose, MMA Measurement Committee wishes to uncover the current unmet needs of stakeholders in the industry regarding advertising measurement, in order to determine the most pressing concerns that would require immediate tackling by the committee.

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April, 2020
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For marketers, mobile connects their brands and businesses with consumers in a personal way that no other media can. It’s because of this connection that mobile marketing, when used strategically and creatively, delivers such a good return. This prowess is what the SMARTIES Awards honours; excellent use of mobile marketing that positively and significantly impacts business results.

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February, 2020
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4.6 MB
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For the first time ever, CPG campaign data from three major US brands has been used to test the principle of recency, which proposes that digital advertisements are most effective right before a consumer is about to buy a product.

Joel Rubinson, MMA’s attribution SME & former Chief Research Officer at the Advertising Research Foundation, Nielsen Catalina Solutions, and Viant partnered to test this theory against three ad campaigns for three popular CPG brands.

Key Findings:

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March, 2020
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March, 2020

MMA India with GroupM, a media investment group, has released the much anticipated Mobile Marketing Ecosystem Report (MMER) 2020.

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February, 2020
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December, 2019
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2019 Indonesia Mobile Ecosystem Report

The Mobile Marketing Association (MMA) Indonesia, released the inaugural Indonesia Mobile Ecosystem Report 2019, following the successful launch of the Mobile Ecosystem Report published in Vietnam and India. 
 

Release Date: 
December, 2019
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8.81MB
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  • Mobile Ad Fraud is amongst the top three challenges facing Vietnamese advertisers, who think they are not spending enough to combat the problem compared to the industry average.
  • The main cause is believed to be the lack of disincentives and penalties against the problem, as well as the lack of transparency due to the complex web of middlemen.
  • Vietnamese advertisers believe that they are most vulnerable towards traffic fraud whilst some claim to have been to be able to eliminate ad fraud of such categories.
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December, 2019
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The Mobile Marketing Association and Decision Lab Ad Fraud report is the most essential guide for every marketer, agency, tech-provider and publisher to understand the mobile marketing ecosystem. The report marks the coming together of one of the biggest global trade associations and market research companies and this endeavour benefits all stakeholders in the business.

 

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November, 2019
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Out of Home & Mobile Compendium

Urbanity and mobility are increasing and changing media usage to a large degree. The greatest beneficiaries of this development are Out of Home (OOH) and Mobile, which, according to the OMG Preview Monitor, are the sectors with the biggest opportunities for growth in 2019. This creates new communication challenges and opportunities for companies and brands.

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October, 2019
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The Multi-Touch Attribution (MTA) Journey Map is an end-to-end guide on how to launch a successful multi-touch attribution (MTA) initiative at your organization.
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October, 2019
From A Blink to A Heartbeat

MMA's First Second Strategy Checklist and Facebook's Thumbstopper Creative Best Practices are what you need to win with short video ads.

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September, 2019
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Our latest MMA report – ‘Tackling Mobile Ad Fraud’ is a whitepaper on mobile ad fraud, from the perspective of the industry experts within the EMEA region.

As the underlying technology advances, the methods employed by fraudsters get more sophisticated. This EMEA mobile ad fraud whitepaper provides an up-to-date overview of mobile ad fraud and outlines ways of tackling of fraudulent activities in the mobile advertising ecosystem, in order to promote greater transparency and effectiveness across mobile advertising.

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September, 2019
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September, 2019
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(August 8th, 2019) The Mobile Marketing Association in Indonesia, today announced the launch of the Ad Fraud, Brand Safety & Viewability Whitepaper, followed by an industry event in Jakarta. With the theme ‘ACT’ - Assess, Combat and Track - the series will help marketers assess their exposure to ad fraud, ways to strengthen brand safety, leverage performance marketing for ad platforms and drive accountability in mobile advertising.

Release Date: 
August, 2019
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13.4 MB
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May, 2019
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This report is about Turkey 2018 Mobile Ad Spending. 

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May, 2019
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In this guide we showcase the very best in South African mobile marketing, and share how to enter your work for the 2019 awards. The case studies – winners of the 2018 SMARTIES Awards - are exceptional examples of what can be achieved through this truly unique medium. We urge you to take the time to review them carefully to glean insights into mobile marketing best practice.

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May, 2019
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Data sharing is at the heart of Multi-Touch Attribution, and a necessary factor in its successful deployment.
Release Date: 
May, 2019
Members Only
According to the MMA’s most recent benchmarking survey of Multi-Touch Attribution (MTA) adoption, 40% of marketers currently employ MTA, and another 33% said they plan to do so within the next year.
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April, 2019

In recent years, Vietnam has become an important market for businesses. In fact, the World Bank expects the country’s GDP to grow steadily at a rate of 6-7% in 2019 and 2020.

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March, 2019

To build on MMA’s commitment to science and truth, we studied the cognitive process of advertising in a mobile environment. Read the executive summary to learn more about the research and its findings, as well as the need for a First Second Strategy.

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March, 2019
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Members Only
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March, 2019
Attention and Cognitive Process in Mobile
Members Only
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March, 2019
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Multi Touch Attribution Marketer Survey (November 2018)
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November, 2018
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How to Build Up A Closer Relationship Between New Products and Consumers: 4 Essential Approaches in Go-To-Market Plans

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December, 2018
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December, 2018
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December, 2018
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December, 2018
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December, 2018
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December, 2018
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December, 2018
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December, 2018
Case studies about Danone, Patrón, Swarovski and more will change how you employ location data
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December, 2018

THE IMPORTANT DISCUSSION ABOUT HOW BRANDS CAN PROTECT THEMSELVES ONLINE IS THE IMPETUS BEHIND THIS WHITE PAPER. OF 14 BURNING TOPICS THAT NEED TO BE ADDRESSED, WE HAVE CHOSEN THREE PRIORITIES FOR THIS STAGE OF THE DISCUSSIONS: BRAND SAFETY, VIEWABILITY AND AD FRAUD.

Release Date: 
November, 2018
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