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Research & Insights

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Attribution
MTA
ROI

Outcomes-Based Marketing 2.0 (OBM2): MATT Member Session

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Released: 
November, 2020
Education Section: 
Best Practices, Perspectives, Research, Trends Reports
Region: 
Global
Fraud

MMA Ad Fraud Elimination Guidelines 2020

MMA India, in association with mFilterIt, has published the Ad Fraud Elimination Guidelines recommending best practices to combat the challenge through collaborative endeavours of advertisers, agencies and the publishers.

This approach recommends, for the first time ever, how advertisers, agencies and publishers can collaboratively work together, implementing best practices, to combat ad-fraud collectively and holistically. Only then a trust can be ensured throughout the value chain building an effective, RoI driven, and synergetic digital advertising ecosystem.

Released: 
November, 2020
Education Section: 
Best Practices, Guidelines
Region: 
APAC, India, Global

El estado de la industria: 2020 Marke&ng Móvil en España

Released: 
November, 2020
Education Section: 
Trends Reports
Region: 
LATAM

Advertisers Perceptions on IDFA

In October 2020, the MMA conducted a study to gain insight into how marketers are approaching the upcoming changes in IDFA and how they are preparing for the future of the ecosystem.
Released: 
November, 2020
File Size: 
852 KB
Education Section: 
Benchmark Studies, Educational Documents, Guidelines, Perspectives, Research
Data

A Basic Guide To Mobile Data

This whitepaper aims to explain the most important terminology, sources, and insights into which advertisers should be aware to manage successful mobile marketing campaigns. Created by the Mobile Data Quality Lab of MMA Germany the whitepaper dives into recent facts and figures around mobile usage; the role of digital identifiers on smartphones; an overview of types of data available; and specifics on location data. The whitepaper concludes with an eight-step checklist that equips marketers to put valuable advice into important practice.

Released: 
November, 2020
Education Section: 
Educational Documents, Guidelines, Research
Region: 
EMEA, Germany

"The Future of Marketing’ MMA EMEA eBook Part 2

Released: 
November, 2020
Education Section: 
Benchmark Studies, Best Practices, Educational Documents, Guidelines, Research
Attribution
Data
ROI

Dr. Leslie Wood - The Great Debate Slides

Released: 
October, 2020
Education Section: 
Best Practices, Perspectives, Research
Attribution
Data
ROI

Joel Rubinson - The Great Debate Slides

Released: 
October, 2020
Education Section: 
Perspectives, Research

MOBILE VIDEO CHECKLIST - What advertisers should know to have big impact on small screens

Mobile video ads are becoming more and more popular with 61% of German users already consuming videos on their smartphones. In the early days we saw spots, produced for TV also running on desktop or mobile phones. Thank goodness this isn’t the case anymore for most video ads, and many advertisers and agencies have understood to treat online and mobile channels differently. However, there are still many pitfalls and challenges for creators and brands when producing content for mobile devices. And we still see many videos which do not yet conform to the latest best practices.

Released: 
October, 2020
Education Section: 
Educational Documents

"The Future of Marketing’ MMA EMEA eBook Part 1

Released: 
October, 2020
Education Section: 
Benchmark Studies, Best Practices, Educational Documents, Guidelines, Research, Trends Reports

Mind the Gap

The Mind the Gap Report shines a light on changes in the media landscape in Germany between 2012 and 2020, contrasting Gen Z, Millennials, Gen X and Baby-boomers’ media behaviour. It is a good starting point from which to inform advertisers where they should prioritise and focus their experiments and learning agendas; to ensurebrands are more consumer-centric, and to give them the best opportunity to find new customers and grow their business.

Released: 
October, 2020
Education Section: 
Educational Documents, Guidelines, Perspectives
The State of the Industry: 2020 Mobile Marketing in APAC

The State of the Industry: 2020 Mobile Marketing in APAC

Mobile has consistently been an effective marketing channel in Asia Pacific (APAC) and is playing a pivotal role in shaping the future of modern marketing. The onset of COVID-19 has pushed it further into the spotlight as people turn to mobile applications for relevant healthcare information, entertainment and staying connected with loved ones. This has reaffirmed the importance of mobile marketing, which is further exemplified by a rising number of companies investing in mobile platforms to target their customers.

Released: 
October, 2020
Education Section: 
Benchmark Studies, Creative Effectiveness, Perspectives, Research, Trends Reports

The State of the Industry Report 2020 - Mobile Marketing in India

The report includes insights on the impact of mobile in the industry, mobile marketing & its types and techniques, insights on mobile budgets & effectiveness in the industry. The report showcases how mobile has been resilient despite budget constraints during the pandemic & mobile video being a significant marketing activity for most.

Key Highlights:

Released: 
October, 2020
Education Section: 
Research, Trends Reports

McKinsey & Company: The Future of Consumer & Retail 16th September 2020

The global pandemic has set off a chain reaction of shocks – from digital surge to brand loyalty shocks. Retail leaders navigating this time of exceptional uncertainly need steady focus to manage current challenges. In the future operating models and capabilities, that allow agility and efficiency to quickly capture pockets of growth, will be more relevant to retailers than ever before.

This report highlights how consumer are growing appetite for tech-forward experience are reshaping retail and why safety and convenience will continue to be critical.  

Released: 
September, 2020
Education Section: 
Educational Documents, Guidelines, Research, Trends Reports
Keywords: 
2020 Predictions
Attribution
Data
ROI

Dr. Dominique Hanssens - The Great Debate Full Transcript

Released: 
August, 2020
Education Section: 
Educational Documents, Perspectives, Research
Attribution
Data
ROI

Dr. Dominique Hanssens - The Great Debate Slides

Released: 
July, 2020
Education Section: 
Perspectives
Members Only

The state of the industry: 2020 Mobile Marketing in EMEA

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Read the Press Release: 
Mobile remains the fastest growing channel despite budgets being impacted by COVID-19 crisis
Released: 
July, 2020
Education Section: 
Benchmark Studies, Best Practices, Creative Effectiveness, Definitions, Educational Documents, Guidelines, Perspectives, Research, Trends Reports
Keywords: 
best practices
Attribution
Data
ROI

Dr. Peter Fader - The Great Debate Full Transcript

Released: 
July, 2020
Education Section: 
Perspectives
Attribution
Data
ROI

Dr. Peter Fader - The Great Debate Slides

Released: 
July, 2020
Education Section: 
Perspectives
Attribution
Privacy
ROI

MMA MATT Future of MTA Data Identifiers Fireside Chat

Released: 
July, 2020
Education Section: 
Perspectives
Data
ROI

Infographic: The State of Data in Marketing

Released: 
June, 2020
File Size: 
332 KB
Education Section: 
Benchmark Studies

Advertising and The Present Moment

Covid-19 has created unprecedented disruption in every aspect of life including marketing and advertising. According to a recent study 70% of buyers have already adjusted or paused their planned ad spend, while 16% is still determining what actions to take. In this document we summarize some of the Industry’s best thinking in terms of advertising in times of crisis and we try to answer the key questions that block efficient marketing decision-making right now.

Released: 
June, 2020
Education Section: 
Best Practices, Educational Documents, Guidelines, Trends Reports
Keywords: 
2020 Predictions
Attribution
MTA

The Journey to Achieve MTA Success: How to initiate a MTA Process

Released: 
May, 2020
Education Section: 
Best Practices, Educational Documents, Guidelines
Region: 
Global
Attribution
Data
MTA

Future of MTA Data Identifiers - Inaugural Working Group Session

Released: 
December, 2019
File Size: 
2.6 MB
Education Section: 
Definitions, Educational Documents, Guidelines
Fraud

Fraud Audit - Gaming & DSP - Case Study

A long-time client of a leading omnichannel demand-side platform (DSP) added new partners to their media mix, which resulted in a sudden performance downturn on the DSP’s existing campaigns. The client’s marketing manager consulted the DSP’s analysts and expressed concerns over traffic pattern anomalies, such as high click-to-install ratios and abnormal time-to-install outliers, amongst the new partners. The DSP suspected that the new partners were stealing conversions not only from their campaigns but also organic installs. This was in spite of the advertiser having their current mobile
Released: 
April, 2020
Education Section: 
Benchmark Studies, Guidelines, Research, Trends Reports