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Research & Insights

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Released: 
October, 2017
Education Section: 
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Developed to help marketers get ahead of the curve in securing, organizing and managing quality data. Most researchers, marketers, and analytics people are not data architects, so this guide ensures that the team understands the data assets it will take to be successful with MTA. Specifically, the guide:

  • Provides a section-by-section explanation of considerations that should be taken in the MTA data planning process
  • Defines data asset types and relational structures
  • Defines linking of different types of data

To download a preview of the guide, click here.

Released: 
May, 2020
Education Section: 
Region: 
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An MMA Programmatic Committee White Paper

Every marketer covets first-party data, but activating it can still be a challenge.

 “Activating Your First-Party Data: Six Challenges, and How to Solve Them” – a new white paper from the MMA’s Programmatic Committee – is here to help.

The paper takes a look at Scale, Accuracy, Transferability, Latency, Creative and Legal and Regulatory Concerns, offering solutions for each that can take your first-party data to a new level of activation.

Released: 
August, 2017
Education Section: 

Find Out How Mobile Affects the Consumer Journey In the MMA’s Mobile Shopper Marketing Report

Everyone in the marketing ecosystem realizes mobile is inextricably intertwined with the consumer journey. The challenge is in learning how to leverage it.

Released: 
July, 2017
Education Section: 

The Smartphone Usage and Behaviour report from Kantar IMRB & MMA (Jan-Mar 2017) shows that time-spent on smartphones jumped 16% over the previous quarter. Strong demand for messaging services, social media platforms, and entertainment apps helped to drive the expansion of mobile internet usage. But what interested us the most is that we’re now beginning to see the result of government initiatives in driving literacy about digital payments. For the first time we’re seeing usage of mobile wallets among less affluent sections (SEC C/D/E).

Released: 
June, 2017
Education Section: 
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Released: 
June, 2017
Education Section: 
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A Report from WARC and the Mobile Marketing Association

WARC, a leading source of marketing intelligence, in partnership with the MMA, has just released this special report giving marketers the clearest snapshot available about what marketers are thinking about mobile right now.

By downloading this report, you’ll learn:

Released: 
May, 2017
File Size: 
1.01 MB
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With each technological advancement in the last few years, we’ve become more connected with one another and the world around us – and the physical world is starting to communicate back with us. At the dawn of this new era defined by the Internet of Things (IoT), we find ourselves connecting with the physical objects that surround us in our everyday lives, from our clothing to our beverages to our cars.

Released: 
May, 2017
File Size: 
3.84 MB
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MMA Asia-Pacific Yearbook 2016

The 2016 Yearbook is packed with all the fresh perspectives and actionable insights that you have come to expect from MMA over the years. Now in its the fourth annual edition, the Yearbook has 17 articles from media and marketing experts, country developments from across the region, profiles of the MMA leadership and membership, and comprehensive data sets. From media ecosystems and behaviourial economics to best practices and leadership directions, this Yearbook has it all. The Yearbook is available for free download.

Released: 
April, 2017
Education Section: 
Released: 
March, 2017
File Size: 
283 KB
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Released: 
March, 2017
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95 KB
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The MMA Smarties Awards is the world’s only global mobile marketing awards program honoring innovation, creativity, and success – highlighting the teams and talent that push the boundaries of mobile marketing to reach and engage with consumers like no other media channel. Gain recognition worldwide and be counted amongst the best in the mobile marketing community. The Smarties recognizes regional winners, country winners and Global winners in addition to Industry Awards. You can select from a combination of global, regional and local options. Enter a single campaign in multiple categories.

Released: 
March, 2017
File Size: 
1.1 MB
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Released: 
March, 2017
File Size: 
510 KB
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Released: 
March, 2017
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MMA programs and working groups are aligned with Brand Marketer’s priorities as confirmed by the Global MM25 Marketer Peer Group. The programs and working groups meet on an ongoing basis to develop and execute industry initiatives that reflect the needs of their initiative area and the brands that support it. The work of many of the programs result in Guidance Reports and best practices.

Released: 
July, 2017
Education Section: 
A new report by the MMA and RadiumOne is ready for download, and an essential read for any marketer who is trying to figure out how mobile impacts the consumer journey – and how well other marketers believe they are executing in mobile. In it, you’ll learn:
  • What the top mobile signals are for branding, by vertical.
  • What signals marketers are employing, based on KPIs.
  • How the purchase funnel really works. (Hint: It’s not a funnel.)
  • What marketers feel is their biggest challenge when it comes to leveraging data to improve marketing performance.
Released: 
March, 2017
File Size: 
1.1 MB
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The last quarter of 2016 shows that mobile internet usage increased by 29%. The strong gains were driven by a number of industry factors like the launch of 4G services, and the impact of demonetization. The Smartphones Usage and Behaviour report from Kantar IMRB & MMA (Oct-Dec 2016) enables all members of the ecosystem to stay updated with consumer mobile trends and media consumption habits. At the same time, it elaborates the role of mobile as an influencer in the consumer’s path-to-purchase.
 
Released: 
March, 2017
Education Section: 
Region: 
Members Only

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Released: 
March, 2017
File Size: 
1.2 MB
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View Other Mobile Trends Reports: Global | APAC
Released: 
January, 2017
Education Section: 
Region: 

The introduction of ad-tech platforms, big data and the cloud into a mobile-enabled population coupled with the growing adoption of mobile internet in media dark areas have unlocked new possibilities for brands in India. To help marketers understand the characteristics of effective mobile campaigns, Kantar Millward Brown partnered with the Mobile Marketing Association (MMA) on the 2016 Smarties™ Award and examined the drivers that make for truly compelling work.

Released: 
January, 2017
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Released: 
January, 2017
File Size: 
1.6 MB
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The increasing penetration of smartphone in Vietnam presents a wealth of opportunity for marketers to develop impactful mobile campaigns that resonate with their audiences. Kantar Millward Brown partnered with the Mobile Marketing Association (MMA) on the 2016 Smarties™ Awards to understand the drivers that separate winning campaigns from the rest.

Released: 
January, 2017
Education Section: 
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Smartphones are fast becoming the most dominant device in Indonesia, unlocking tremendous opportunities for marketers to create impactful digital campaigns that resonate with their audiences.

To help marketers understand the characteristics of effective mobile campaigns, Kantar Millward Brown partnered with the Mobile Marketing Association (MMA) on the 2016 Smarties™ Awards to identify the drivers that separate winning campaigns from the rest.

Released: 
January, 2017
Education Section: 
Region: 
Smarties China

As media spend in China continues to shift from traditional to digital at a rapid pace, marketers are focusing on how to connect with consumers in an ever-changing online world. To help marketers understand the characteristics of effective mobile campaigns, Kantar Millward Brown partnered with the Mobile Marketing Association (MMA) on the 2016 Smarties™ Awards to understand the drivers that make for truly compelling, powerful and award-winning work.

Released: 
January, 2017
Education Section: 
Smarties APAC

The rise in consumer adoption of smartphones in Asia Pacific presents numerous opportunities for marketers to create impactful mobile campaigns that resonate with their audiences. Kantar Millward Brown partnered with the Mobile Marketing Association (MMA) on the 2016 Smarties™ Awards to examine the drivers that make for truly compelling, powerful and award-winning work in the region.

Released: 
January, 2017
Education Section: