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The State of Brand Marketing Accountability

The State of Brand Marketing Accountability

Mar 19, 2026 · Global

The question isn’t whether to measure brand. It’s whether you can afford not to.

Brand marketing is under pressure to “prove it.” When measurement confidence is low, brand can become vulnerable in budget reviews. In this webinar, we will share new findings on what separates Brand Accountable organizations from those that are Brand Vulnerable—and how to strengthen your ability to defend (and grow) brand investment.

Register
Vassilis Bakopoulos Christine Schrader Rose Stark
Video & CTV in 2025: Unlocking an Emerging Strategic Powerhouse

Video & CTV in 2025: Unlocking an Emerging Strategic Powerhouse

Sep 17, 2025 · Global

Discover how today’s marketers are reshaping their strategies—and what’s still holding them back.

Join Vassilis Bakopoulos (SVP, Head of Industry Research, MMA Global) and Neala Brown (SVP Strategy & Insights, Teads) as they unveil findings from the 2025 State of Video & CTV Survey, conducted with over 100 senior marketers. Michelle Alfano with Ally Financial, Rose Stark with Choice Hotels International, and Doree Speidel with Dave.com will join to offer perspectives from their work.

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Vassilis Bakopoulos Neala Brown Michelle Alfano +2
AI
Attribution
Data
Marketing Growth
ROI

E-commerce: Strategic Insights into Vietnamese Shopper and Travel Behaviors in 2024

In today’s rapidly evolving marketing landscape, staying ahead requires collaboration and insights from industry leaders. That’s why ShopBack and the Modern Marketing Association (MMA) have joined forces to bring you this groundbreaking report.

Packed with data-driven strategies and real-world applications, this report explores cutting-edge trends and actionable tactics to help you navigate the future of marketing with confidence.

Released: 
June, 2024
File Size: 
8.06MB
Education Section: 
Benchmark Studies, Educational Documents, Trends Reports
Region: 
APAC, Vietnam
Keywords: 
report, vietnam, AI in marketing, AI
B2B Marketing
Consumer Engagement
Customer Lifecycle
CX / Customer Experience
Marketing Growth
ROI

MMA Indonesia Modern Marketing Reckoner 2024 Report

The Modern Marketing Reckoner 2024 Report is a comprehensive resource to empower industry leaders with forward-looking strategies and scalable business solutions for 2025, leveraging new technologies and adapting to evolving consumer trends to reach ultimate business goals. By embracing the strategies and recommendations outlined in this report, companies can set themselves apart in a competitive market and lead with vision and agility. 

Released: 
November, 2024
Region: 
APAC, Indonesia, Global
AI
Attribution
Data
Marketing Growth
ROI

State of AI in Marketing in Germany 2024

 

Welcome to the State of AI in Marketing in Germany report, an in-depth exploration of how artificial intelligence (AI) is reshaping the marketing landscape in one of Europe’s leading economies. In partnership with Kantar, this report analyses current trends, challenges, and opportunities surrounding AI adoption in marketing across Germany.

Released: 
October, 2024
File Size: 
8.06MB
Education Section: 
Benchmark Studies, Guidelines, Research, Trends Reports
Region: 
Europe, DACH
Keywords: 
AI, DACH, Europe, 2024, germany, AI in marketing, report
AI
Attribution
Data
Marketing Growth
ROI

State of AI in marketing: AI Trends & Actionable Insight

The "State of AI in Marketing 2024" report from MMA Global APAC, in collaboration with Punctuate.Inc provides an in-depth analysis of how businesses across the Asia-Pacific (APAC) region are embracing and adapting AI in their marketing strategies. Drawing from extensive survey data, this report explores the current state of AI adoption, the challenges faced by companies, and the innovative applications driving success.

Released: 
July, 2024
File Size: 
9.29MB
Education Section: 
Benchmark Studies, Educational Documents, Trends Reports
Region: 
APAC
Keywords: 
AI, AI in marketing, report, apac, 2024
State of AI in Marketing in Vietnam
AI
Attribution
Data
Marketing Growth
ROI

State of AI in Marketing in Vietnam 2024

Welcome to the "State of AI in Marketing in Vietnam" report, a comprehensive look at how Artificial Intelligence (AI) is transforming marketing in one of Southeast Asia’s most dynamic markets. Produced by MMA Global and Decision Lab, this report explores current practices, challenges, and future opportunities in AI marketing adoption in Vietnam.

Released: 
June, 2024
File Size: 
8.06MB
Education Section: 
Benchmark Studies, Educational Documents, Trends Reports
Region: 
APAC, Vietnam
Keywords: 
report, vietnam, AI in marketing, AI

Time to Double-Down on Connected TV Advertising

Television audiences are evolving and broad-reach advertising from linear TV does not have the same impact it once did. In 2023, Connected TV (CTV) penetration reached an all-time high, with 88% of households having at least one CTV device. But even with CTV penetration, brands are underutilizing CTV as an advertising channel, missing a wealth of opportunity, data, and targeting capabilities to reach audiences.

Our latest ROI Genome Flash highlights the impact CTV advertising can have and how to take full advantage.

Access the Flash to learn more about:

  • The growth of connected TV and streaming video
  • Opportunities and considerations for scaling connected TV ads
  • Why CTV ads measurement requires a commercial view

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Consumer Engagement
Creative Effectiveness
Data
Marketing Growth
ROI

Aligning Engagement Metrics in Advertising

In the dynamic realm of digital advertising, the Modern Marketing Association (MMA) embarked on a pioneering project with the aim to standardize engagement metrics—a keystone for evaluating campaign effectiveness and ensuring equitable evaluation of awards entries. This comprehensive guide captures the journey of the Engagement Metrics Project from its ambitious beginnings to its pivot – a pragmatic decision made in the face of the industry's complex digital ecosystem particularly with video metrics.

Released: 
April, 2024
Education Section: 
Benchmark Studies, Creative Effectiveness, Educational Documents, Perspectives
Region: 
APAC, Vietnam, Global
Keywords: 
metrics, report, vietnam
Consumer Engagement
Content Marketing
Data
ROI
Social Media

Performance, Affiliate, and Content Marketing in 2024 in Horizon -A Founder's Perspective

January 4, 2024

As the dawn of a New Year unfolds, founders and entrepreneurs find themselves at the precipice of innovation and evolution. The landscape of marketing is ever shifting, evolving, demanding a keen eye for emerging trends and a proactive approach to stay ahead of the curve.

In the realm of performance and content marketing, the winds of change are blowing strong, and as the founder of a dynamic enterprise, it is imperative to not only ride these winds but also harness their power for unprecedented success.

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