Benchmark Studies | Page 5 | MMA / Marketing + Media Alliance

Benchmark Studies

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
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
Data
ROI

Infographic: The State of Data in Marketing

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

Fraud Audit - Gaming - Case Study

A major mobile app gaming company with hundreds of titles in the top charts became concerned after seeing abnormal performance in some of their campaigns. High click-throughrates and low user quality raised concerns about possible ad fraud that their own tools weren’t correctly detecting. They hoped to mitigate fraudulent tra!c to get cleaner data, which would allow them to strengthen their campaigns and improve return on ad spend (ROAS).
Released: 
April, 2020
Education Section: 
Benchmark Studies, Definitions, Research, Trends Reports
Region: 
Global
Fraud

Fraud Audit - Telecom & Fintech - Case Study

A worldwide telecommunications and financial wire service company was concerned about performance anomalies in their mobile app acquisition campaigns. Certain key performance indicators (KPIs) seemed over inflated, and post-install engagement with important conversion events was less than desirable. For the marketing team, understanding their true return on ad spend (ROAS) was elusive and they were deeply concerned about ad fraud.
Released: 
April, 2020
Education Section: 
Benchmark Studies, Guidelines, Research, Trends Reports
Region: 
Global
MTA

State of MTA 2019 - Marketer Benchmark Survey

Released: 
December, 2019
Education Section: 
Benchmark Studies
Region: 
Global
Fraud

Mobile Fraud in Vietnam

  • Mobile Ad Fraud is amongst the top three challenges facing Vietnamese advertisers, who think they are not spending enough to combat the problem compared to the industry average.
  • The main cause is believed to be the lack of disincentives and penalties against the problem, as well as the lack of transparency due to the complex web of middlemen.
  • Vietnamese advertisers believe that they are most vulnerable towards traffic fraud whilst some claim to have been to be able to eliminate ad fraud of such categories.
Released: 
December, 2019
Education Section: 
Benchmark Studies, Perspectives
Region: 
APAC, Vietnam
Keywords: 
Ad Fraud
Members Only
Attribution
MTA

Members Only: Data Sharing for Attribution in the Age of MTA, GDPR and Walled Gardens

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According to the MMA’s most recent benchmarking survey of Multi-Touch Attribution (MTA) adoption, 40% of marketers currently employ MTA, and another 33% said they plan to do so within the next year.
Read the Press Release: 
Mobile Marketing Association Publishes Guide on Data Sharing for Attribution Purposes in the GDPR Era
Released: 
April, 2019
Education Section: 
Benchmark Studies, Educational Documents, Guidelines, Research

The State of Mobile in Rural Vietnam

In recent years, Vietnam has become an important market for businesses. In fact, the World Bank expects the country’s GDP to grow steadily at a rate of 6-7% in 2019 and 2020.

Released: 
March, 2019
Education Section: 
Benchmark Studies, Educational Documents
Region: 
APAC, Vietnam
Keywords: 
Advertisers, asia, audience recognition, digital advertising, ecommerce, Google, Location-based advertising, Marketing

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