Social Media | MMA Global

Social Media

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.

Released: 
September, 2019
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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.

Released: 
March, 2019
Education Section: 
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Released: 
March, 2019
Region: 
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Attention and Cognitive Process in Mobile

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Released: 
March, 2019
Education Section: 

Tuesday, July 15, 2025 - 7:30am to 8:00am EDTTuesday, July 15, 2025 - 12:30pm to 1:00pm EDT

In partnership with BAMM Global, Meta uncovered critical insights into how Gen Z's social media habits are shifting—and what marketers need to do now to stay ahead. Leveraging qualitative and quantitative research across the US, UK, Brazil, Japan, and Germany, they pinpointed key trends that redefine connection, culture, and commerce for this influential audience.

How can you leverage these findings to improve your marketing to Gen Z? Join us for an MMA Global Future of Marketing Solutions webinar, in partnership with Meta and BAMM Global.

Region: 
Speakers: 
Marketing Strategist - Global Clients
Meta
Strategy Director
BAMM Global
Webinar Partner:

Dubai, May 2025Nabd, the leading Arabic content app and platform, is excited to announce the launch of its new e-commerce section in the Kingdom of Saudi Arabia and the United Arab Emirates (with more countries soon). This latest addition further enhances the Nabd all-in-one experience, providing users with an effective way to explore thousands of product deals and listings across a vast array of shopping categories.

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The meeting point for tourism brands and content creators has become an online platform.

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The marketing industry's preoccupation with Gen Z may be a cliché, but it's also rooted in reality.

According to UN data, Gen Z makes up around a third of the world’s population and, in the USA, the average 25-year-old has an annual household income more than 50% higher than baby boomers at the same age1.

So, not only do Gen Z represent the next generation of consumers, many are here and ready to buy today.

As the first generation to have grown up on the user-generated web, Gen Z naturally turns to social media platforms and messaging apps to connect with family and friends. It also shapes their experience of culture and is increasingly where they look to shop too.

As we see in the wider shift to short-form video consumption, Gen Z can be a harbinger of usage for older generations too.

In order to help marketers understand how to connect, leverage culture, and drive commerce with this key demographic, we thus partnered with BAMM Global to explore the social media habits and motivations of 18- to 24-year-olds in Brazil, Germany, Japan, the UK and the USA via a mix of qualitative and quantitative research.

This is what we found:

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Today's sophisticated automotive marketers want to understand the impact Meta ads have in driving both their sales and brand KPIs, using Mixed Media Modeling (MMM). To help answer this question, Meta commissioned a custom marketing mix study with Nielsen using two years of syndicated media, sales, brand consideration and favorability data across five top automakers (representing 60% of the US car market).

 

The goal was to understand:

How do Meta ads impact sales and brand KPIs when compared to other channels?

Which strategies within Meta ads are more efficient than others?

How do Meta ads drive both short and long term ROAS?

 

In this two-part study, we first quantified the impact of media in driving short term car sales and then the impact on brand metrics. The combined findings of both the Sales and Brand MMM quantify both short term and long term impact of various strategies on Meta in driving car sales.

 

Key findings of the study

 

1. Most advertisers were significantly underinvested on Meta.

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In the previous article, we explored the new Age of Shoppertainment and how consumer shopping behaviour is rapidly evolving in the Asia Pacific region. Brands can no longer just rely on discounts and promotions to drive sales - they need to create engaging, entertaining content that educates consumers and helps them make more intuitive purchase decisions.

Released: 
May, 2024
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