Research & Insights | MMA Global


Brand Safety and Suitability Strategy Guide

A Roadmap to brand safety & suitability excellence including best practices and worksheets

With the rise in threats from fake news, inappropriate content, marketing tech, the digital supply chain, ad fraud and socially responsible consumers, marketers need a sound brand safety strategy to protect their brand’s image and reputation as well their media investment.

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Attribution is Hard: Is MTA Worth the Effort?

A research whitepaper to answer the question, “Is MTA dead?”

MTA Is Dead, Long Live MTA is an adjunct report to the State of MTA Report released earlier this year. The report pulls back the curtain and provides an honest and unbiased assessment of the current state of MTA and reveals the three key roadblocks that are inhibiting marketers from adopting true multi-touch attribution: Data, Organization and Methodology.

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The Tipping Point: Data-Driven Marketing vs. Data Complexity

Where does your organization fit?

The MMA partnered with EY and surveyed over 100+ senior U.S. marketing leaders across major industries to assess the maturity of consumer data in organizations. Together we endeavored to understand how the tug of war between growth through data-driven decisions playoff against the risk of managing the complexity of marketing-generated data within today's modern organizations.

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Personal Data, Privacy & Smartphones: The Marketer/Consumer Disconnect

Education for consumers presents new opportunities for brands

In June of 2020, Apple announced that with the introduction of iOS14, new privacy features would include consumer opt-in for permission to track.

In partnership with AppsFlyer, the MMA conducted research with marketers and consumers about the implication of these privacy related updates to their business outcomes. The insights generated include how marketers and app developers are thinking about, planning for and changing operationally for the new world of privacy and data limitations. They also include how consumers are thinking about data privacy in light of the Apple iOS 14 update to a full opt in system for data usage—which other companies are likely to follow.

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Outcome-Based Marketing 2.0 (OBM2) Research Initiative

Achieve profitable growth by targeting consumers in the movable middle

Marketers typically create media plans that aim to maximize campaign reach. But is a plan that is designed to maximize sales and outcomes perhaps better for brands? What is the role of targeting in terms of ROAS and which approach better serves the brand both in the short term and the long term?

The Outcome-Based Marketing 2.0 (OBM2) Research Initiative was created to study these questions. And through this research, a new whitepaper has been released providing a comparative analysis of alternative media plans and explain why these findings are repeatable and provide a better growth framework for brands.

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Brand as Performance Research Initiative

An Industry Consortium to Develop a New Growth Framework for Brands

The need for a comprehensive growth framework has never been greater for brands. Digital marketing has ushered in an obsession with immediate measures and short-term focus, making it increasingly difficult to justify an allocation of marketing dollars to longer-term brand-building. Even when marketers judge advertising by its ability to lift brand KPIs, there is really no solid evidence of the performance value of these metrics over time.

The MMA is forming a consortium of marketers and media companies who are interested to take a leadership role and help develop a new growth framework for brands. Learn more about the initiative and how to get involved.

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Mobile Cognition Research

Do you have a First Second Strategy?

Released March 2019

A groundbreaking new Cognition Neuroscience Research project conducted by the MMA in collaboration with The Advertising Research Foundation (The ARF), the trade group focused on unbiased quality in research on advertising, media and marketing, and Neurons Inc., an applied neuroscience research company, set out to understand how consumers process information in a mobile environment.

To learn more about the research and its findings, download the First Second Strategy Report, the Research Results and the Methodology Deep Dive. Click here to read the press release.

Read the story on The Wall Street Journal here.

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An industry level research initiative aiming to give marketers an incredibly compelling, fact-based story on the ROI value of mobile to their business goals. Participating Marketers include:

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Making Marketing Work Harder with Mobile

There is no doubt that mobile presents the greatest transformation in consumer behavior that we will experience in our lifetimes. But what is its impact on business outcomes?

The Mobile Opportunity

Current predictions of mobile advertising’s meteoric rise are themselves too conservative - underestimating the size and growth of the mobile ad spend opportunity.

Mobile Video Benchmarking Study

With participation from six mobile publishers, who provided one month's mobile advertising data, the 2014 study provides mobile video performance insights to advertisers, agencies, publishers and 3rd party video severs.