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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.

Release Date: 
April, 2021
 NEW

Coming Soon

The playbook unpacks the potential impact of Voice capturing global and Indian media insights paving the way on how marketers can win with Voice. The playbook will throw light on insights that will help you enhance your brand-customer journey. Unfolding :

Release Date: 
April, 2021
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 NEW

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

Release Date: 
March, 2021
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 NEW

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

Release Date: 
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
Release Date: 
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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10.5 MB
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Demystify learn more about AI’s value to the marketing and media industry IBM Watson Advertising.
Release Date: 
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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7.49MB
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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.

Release Date: 
December, 2020
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4.7 MB
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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.’

Release Date: 
January, 2021
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4.8

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.

Release Date: 
December, 2020
Education Section: 
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 :

Release Date: 
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

 

Release Date: 
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:

Release Date: 
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.

Release Date: 
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
File Size: 
852 KB

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.

Release Date: 
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.

Release Date: 
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.

Release Date: 
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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Release Date: 
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.

Release Date: 
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
Release Date: 
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).
Release Date: 
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.
Release Date: 
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.

Release Date: 
April, 2020
File Size: 
1.58 Mb

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.

Release Date: 
February, 2020
File Size: 
4.6 MB
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Members Only

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:

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

Release Date: 
February, 2020
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Release Date: 
December, 2019
Education Section: 
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
File Size: 
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.
Release Date: 
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.

 

Release Date: 
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.

Release Date: 
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.
Release Date: 
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.

Release Date: 
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.

Release Date: 
September, 2019
Education Section: 

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

Release Date: 
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.

Release Date: 
May, 2019
Education Section: 
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.
Release Date: 
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.

Release Date: 
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.

Release Date: 
March, 2019
Education Section: 
Members Only
Release Date: 
March, 2019
Attention and Cognitive Process in Mobile
Members Only
Release Date: 
March, 2019
Education Section: 
Multi Touch Attribution Marketer Survey (November 2018)
Release Date: 
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
Release Date: 
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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Now in its fifth annual edition, the 2017 Yearbook is packed with cutting edge insights and case studies of the new wave of tech impacts in mobile marketing. With over 20 chapters by leading players in Asia’s mobile and media ecosystems, this Yearbook is free for download. It also has profiles of the MMA leadership and membership, winners of the prestigious SMARTIES awards in five groups, and comprehensive data sets. From AI and VR to streaming and blockchain, this Yearbook will point you towards best practices and leadership imperatives.

Release Date: 
June, 2018
Mobile Trends 2018

In this document, the Mobile Marketing Association intends to dissect the main trends that will drive mobile marketing in 2018. Here, you’ll have access to insights, analysis, opinions and projections from some of the great players in the industry, who will discuss the benefits and challenges of topics such as Augmented Reality, Blockchain, Artificial Intelligence, Mobile Payments, Location-Based Services, Multi-Touch Attribution and Transparent Use of Data.

Release Date: 
April, 2018
File Size: 
758 KB
Mobile World Congress

The Mobile World Congress (MWC) has proclaimed this year marks the start of a new era. One in which connectivity will reign, ensuring instantaneous access to contents, people, and “things” via smart devices. We hope you like the insights we brought back as the MWC proves that mobile technology is blood, fuel, and connector for all businesses we know and for the new ones to be created in the next few years.​

Release Date: 
April, 2018
File Size: 
11.9 MB
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Mobile Marketing Association (MMA) announces the first ‘Mobile Ecosystem and ad-Sizing Report’ that deciphers the state of mobile in Vietnam in 2017 – 2018 and what we will see in the future that will further develop in this mobile first economy.

Release Date: 
April, 2018
Members Only
The Mobile Yearbook 2017 is an educational and inspirational content hub about mobile marketing, produced throughout the year in a collaborative way with members of MMA Latam.
Release Date: 
January, 2018
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Release Date: 
November, 2017
File Size: 
618 KB
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Members Only

The Mobile Marketing Association is expanding its members-only acceleration tools with our latest release, the MTA Data Acquisition RFI. This template is specifically designed to assist marketers in evaluating and securing higher quality data.

Release Date: 
January, 2018
File Size: 
532 KB
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Release Date: 
November, 2017

The Smartphone Usage and Behaviour report from Kantar IMRB & MMA (Apr-Jun 2017) shows that time-spent on smartphones jumped 6% over the previous quarter. Strong demand for messaging services, social media platforms, and entertainment apps helped to drive the expansion of mobile internet usage. Data usage goes up even after free mobile-data offers are discontinued showing data usage is habit forming.

Release Date: 
November, 2017