Public Research | Page 2 | MMA

How Human Bots May Be Sinking Your ROI

For those of us in the digital advertising space, bots are a familiar and always evolving, challenge. They can engage in convincingly human-like behavior (clicking on ads, playing videos, performing searches, and on and on), and for that reason are a favorite tool of fraudsters seeking to mislead marketers, publishers, and agencies about the real impact of their ads. IAS offers a range of solutions that help identify these malevolent bots, spotting when online behavior is not that of a human, and helping advertisers avoid the corruption of their metrics by such deception.

But what if the bot is a human? No, we’re not talking about some dystopian, Terminator-like scenario in which the line between human and android becomes blurry. Rather, it’s a case of humans being rewarded for taking bot-like actions — and it’s a fast-growing concern for our industry.

IAS_Human Bots

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Making the Most of a Mobile Ramadan: Indonesia 2019

Indonesia is home to the largest Islamic population in the world, with 87.2% of people identifying as Muslims - who observe the holy month of Ramadan as a commemoration of their beliefs.

As consumers buy gifts and presents for family, relatives and friends, there’s a significant uplift in online retail sales during the Ramadan month, and particularly in the last couple of weeks before Eid al-Fitr. Consumer patterns change, demand is at an all-time high and shopping budgets soar across households.

With almost 100 million smartphone users as of 2019 and the country spending more time on mobile than ever before, it is of little surprise that the Indonesian consumer will be increasingly using mobile as the primary device for shopping during the Ramadan season. Mobile is the constant companion during Ramadan, with Indonesians turning to their mobile in this period more than any other part of the year.

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The Changing Face of the Indian Mobile User

India is inching closer to becoming a trillion dollar digital economy with rapidly expanding digital infrastructure coupled and greater accessibility to technology. With 90% of India set to own a mobile phone by 2022, it comes as no surprise that mobile is the primary driver of this digital transformation.

The face of the Indian mobile user is changing and how! A distinctive feature of the change is that it is not just restricted to metro cities. Bharat - comprising of Tier II and III cities and rural India, is bringing an ever-increasing number of first-time internet user online. In addition, it’s not just the teens or young adults that are tech-savvy today. Digital adoption is growing across all demographics. India, like most countries, is also moving away from traditional means of content consumption to more convenient, one-to-one interactions enabled by mobile. Be it gaming, video-viewing or shopping, mobile is now the primary screen for users.

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The Ultimate Brand Marketer's Guide to Location Intelligence

Lifesight announced a comprehensive e-book in a bid to educate marketers and brands of all sizes about the incredible power Location Intelligence is wielding on marketing in the Asia Pacific region. The e-book titled “The Ultimate Brand Marketer’s Guide to Location Intelligence” covers everything brand marketers need to know as they start their journey of location-based marketing.

Read this eBook to discover:

the Ultimate Brand Marketer's Guide to Location Intelligence

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Kantar IMRB, Pokkt & MMA Understanding Mobile Gaming in India 2018

India’s mobile app market is growing at breakneck speed, with mobile gaming platforms increasingly commanding a substantial share of the advertising pie. MMA in partnership with POKKT, India’s and SEA’s leading smartphone advertising platform for mobile games, has released a report, titled ‘The Power of Mobile Gaming in India’, offering the latest data and insights on mobile gaming trends in the country. The report was released in collaboration with Kantar IMRB.

With over 250 million mobile gamers, India has emerged as one of the top 5 gaming countries, globally. Having already reached 269 million users as of 2018, the mobile gaming segment in India has registered phenomenal growth, with the number expected to rise to 368 million by 2022. The report further reveals that three out of four Indian gamers play mobile games at least a twice a day, for an average of 60+ minutes, each day. Mobile gaming is also quite prevalent in tier 2 and tier 3 cities, with similar amounts of time spent on gaming by users in these regions.

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2018 Holiday Advertising Forecast - Survey

This holiday season, retail spending, both online and in-store, could reach new heights. The latest Consumer Confidence Index numbers, which measure consumer sentiment towards buying intentions, haven’t been this high since October 2000, eighteen years ago.

To understand how and when retailers plan to reach holiday shoppers, we surveyed over 260 owners and managers of small-to-medium businesses in the United States. Find insights on:

  • Where SMBs will spend their holiday ad dollars
  • The influence of geotargeting
  • Which digital channels will get the most attention
  • Holiday ad spending trends 

MMA members can download a copy here.

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Google Year in Search Report - India

What Google Search Told Us About User Behavior Online in India


Spurred by affordable data and smartphones, India is coming online at an unprecedented pace. It’s estimated that by 2020, more than 650M people in India—double the population of the United States—will be connected to the internet.1 As more and more people in India discover the internet and its applications, it's fast weaving into the fabric of everyday life—and a significant portion of the online population is turning to search to look for information and to find answers.

Spanning 11 verticals, the annual Year in Search India report delves into consumer behaviors to uncover what’s top of mind for them and the implications this has for marketers. To find out more download the report. 



Year In Search Report

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Mobile Customer Engagement and Future of Messaging

Changes in consumers' communications behaviors are driving the evolution of the applicationto-person (A2P) mobile messaging market. For the moment, SMS remains a key mobile communications channel for enterprises to reach consumers and employees. It is inexpensive, universally available on devices, reliable, and quick.
The distinctive qualities of SMS make it attractive to multiple industry verticals, including retail, media, Internet, telecoms, banking and finance, and travel and hospitality. In addition, OTT communications apps have become one of the largest enterprise users of SMS, the service that they were intended to replace, primarily for user authentication and verification. Other use cases for SMS broadly cover communications, transactions and payments, and content distribution.

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Infographic: In-App Mobile Advertising Impact

S4M, a mobile programmatic platform, released a study, “In-App Mobile Advertising Impact” in partnership with IPSOS, a leading research company based in France with representation in 88 countries focused on understanding consumer behaviour. The study evaluates how advertisers should invest in mobile campaigns to attain the best results.

The in-app environment is a context inherently less favourable for advertising. Findings from the study show that both interstitial and MPU formats are efficient and persuasive for the brand. Nearly 500 respondents were surveyed for this study 2 weeks after being exposed to a mobile advertising campaign. The interstitial is a full screen format that leaves a longer lasting brand impression. The MPU is a strict format to deliver but is found to boost brand opinion among exposed consumers.

S4M and IPSOS infographic on mobile advertising

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Footfall Attribution Benchmarks

Marketers today have seemingly unlimited options when it comes to building, targeting and delivering a campaign. Amid all of these options, marketers are still trying to answer the age-old question: Is my advertising actually working? Location data has quickly emerged as a powerful solution to tie together signals across channels, it helps marketers measure in-store footfall. Footfall attribution analysis enables marketers to see how their audience is reacting to a campaign in the physical world.

The whitepaper will take a closer look at how marketers can implement key footfall metrics and leverage attribution into their campaign analysis and strategic planning. Among the report's key highlights:

- The power of high quality location data to answer marketers' most pressing questions.

- Footfall attribution benchmarks by advertising vertical.

- Consumers' footfall trends, offline behaviors, and brand loyalty by advertising category.

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