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Guidelines

India Brand Safety Report 2021

Brand safety is in a nascent stage in India with limited awareness and very few brand custodians taking it seriously. The present brand safety guidelines are not aligned with the changing business needs where digital takes the centre stage. Brands will need to revisit their guidelines with a digital first approach. With Brand infringement increasingly becoming a gateway to brand safety issues, it cannot be ignored.There is a definite need to formalise a structured and purpose driven knowledge repository around brand safety in India.

Release Date: 
October, 2021
Education Section: 
Best Practices, Guidelines, Perspectives

Modern Marketers Guide to Connected Consumer Journeys 2021

This is a first of its kind industry report/playbook that deep dives into how consumer behaviour is changing across the eCommerce value chain, the report throws light on the critical aspects as below in greater detail:

  1. Market landscape
  2. Pre-purchase Trends & Insights
  3. Channel Choice
  4. Consumer Purchase Patterns
  5. Rise of Vernacular, Voice & Video

Expected Learnings

Release Date: 
September, 2021
Education Section: 
Benchmark Studies, Best Practices, Educational Documents, Guidelines, Perspectives, Research

Outcome-Based Marketing v2.0: Marketer Implementation Playbook

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Members Only

This implementation playbook contains step-by-step instructions for marketers to implement Outcome-Based Marketing v2.0 (OBM2) at their organization. This playbook is exclusive to MMA Members. Please reach out to [email protected] to learn more about membership.

Release Date: 
August, 2021
Education Section: 
Best Practices, Educational Documents, Guidelines, Research

Adclick Africa’s POPIA Guide 2021

Release Date: 
July, 2021
Education Section: 
Guidelines

OTT Media Buying Strategy Guide

Over-the-top (OTT) advertising is more popular than ever before. With new streaming services appearing regularly, advertising opportunities have grown considerably. This guide will help clarify what OTT advertising is and the different types of media buying methods.
Release Date: 
June, 2021
Education Section: 
Guidelines
Keywords: 
advertising, media

State of Multi-Touch Attribution (MTA) 2021 – Marketer Benchmark Survey

Despite Identity Concerns, MMA Global Research Finds Nearly 50 Percent of Marketers Believe Multi-Touch Attribution is Still the Future of Marketing Measurement. Data regulations and lack of executive buy-in remain hurdles for the adoption of MTA.
Release Date: 
May, 2021
Education Section: 
Guidelines, Research

Modern Marketers Guide to MarTech Maturity

The Modern Marketers Guide to MarTech Maturity is an initiative by the MMA India AMMP community represented by the MarTech council.

It's the only industry Playbook to showcase MarTech maturity across different organizations and sectors with complete guidance on choosing and utilizing MarTech stacks effectively.

What makes this MarTech Playbook unique:

Release Date: 
May, 2021
Education Section: 
Benchmark Studies, Best Practices, Educational Documents, Guidelines, Perspectives

An Introduction Guide to OTT and CTV

Release Date: 
April, 2021
Education Section: 
Guidelines

The Journey to Achieve MTA Success: Establishing Data Readiness

Release Date: 
April, 2021
File Size: 
3.2 MB
Education Section: 
Best Practices, Educational Documents, Guidelines

MTA Tactical Success Guide

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The MMA’s MTA Tactical Success Guide is a tool for marketers to determine their organization’s data readiness for employing Multi- Touch Attribution, discussing specific data linking strategies, the value of Unified User IDs and more. It also includes a workbook which allows marketers to examine how their own data might be used in MTA.

Release Date: 
April, 2021
Education Section: 
Best Practices, Educational Documents, Guidelines