Global | Page 15 | MMA Global

Global

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

Log in with your MMA membership to gain full access to member research.

Interested in becoming an MMA member? Click here.

To prevent automated spam submissions leave this field empty.

If your company is an MMA member and you need log-in information, please email [email protected].

MMA POSSIBLE 2024 Presentations

Landing_page
Global
April 15-17, 2024 / Miami Beach

BRANDNOMIC$: The Solution to CMO/CFO Misalignment on the ROI of Brand

NEW insights from MMA’s Brand as Performance 4-year research series have proven the real long-term economic value of brand marketing, providing a formula for quantifying its impact on financial performance for CMOs and CFOs. That answer now appears to be over 5x revenue versus what we knew previously and indicates that Brand dramatically impacts both the top line and bottom of the funnel. Sourced from MMA's Marketing Attribution Think Tank (MATT)
Video

Organizing for New Growth – How do You Prepare the Organization to Leverage the Potential of GenAI

Based on 20 years of academic research into marketing organization adoption of new and recent surveys with 500+ senior marketers, this session shared frameworks on how to reorient your organization to leverage GenAI for enhanced growth and innovation fully. Explore how to build a roadmap to success. Sourced from MMA's Marketing Organization Structure Think Thank (MOSTT)
Video

AI-Powered Breakthroughs: Real-World Experiments & Insights on Leveraging AI for Personalization

MMA's Consortium for AI Personalization (CAP) research has resulted in real-world trials and unprecedented results in AI-driven personalization for digital marketing. This experiment with Progressive demonstrated an unbelievable +197% increase versus current approaches and tested GenAI developed audio advertising. (Note: eight more CAP studies are coming.) The future is here today. Sourced from MMA's AI Leadership Coalition (ALC).
Video