Benchmark Studies | Page 2 | MMA Global

Benchmark Studies

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 framework to help brands target a new group of consumers: the ‘movable middles.’

Released: 
January, 2021
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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.

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Released: 
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.
Released: 
November, 2020
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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.

Released: 
October, 2020
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Released: 
July, 2020
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Released: 
June, 2020
File Size: 
332 KB
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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
Released: 
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).
Released: 
April, 2020
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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.
Released: 
April, 2020
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Released: 
December, 2019
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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.
Released: 
December, 2019
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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.
Released: 
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.

Released: 
March, 2019
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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.

Released: 
June, 2018

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.

Released: 
April, 2018
Released: 
November, 2017
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618 KB
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