Trends Reports | MMA Global

Trends Reports

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
Keywords: 
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Released: 
July, 2020
Keywords: 

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
Keywords: 
 NEW

Marketers know brand builds growth—but until now, proof was elusive. The new Brand as Performance (BaP) whitepaper from MMA Global and TransUnion reveals that traditional measurement methods have undervalued brand’s impact by up to 83%. Backed by studies from Ally, Kroger, and Campbell’s, BaP shows how brand campaigns lift favorability (+24%), drive higher conversions (4–5x), and deliver 1.8–6x greater long-term sales impact compared to short-term tactics. With BaP, CMOs finally have the evidence to defend budgets, optimize strategy, and demonstrate marketing’s full value.

Released: 
October, 2025
File Size: 
2.6 MB
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Region: 
 NEW

Based on insights from over 100 senior marketers at leading brands and agencies, The State of Video & CTV study finds that video is now at the heart of the marketing mix. An overwhelming majority of marketers plan to increase their investment in the year ahead, seeing it as the most essential tactic for reaching audiences and driving business outcomes across the entire funnel. While budgets for both brand storytelling and performance are on the rise, marketers face significant challenges in proving video's value across a fragmented landscape.

Released: 
September, 2025
File Size: 
4.6 MB
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Brand Safety & MarTech (BSMT) 2025 Industry Report serves as a pivotal vital guide for marketers and advertisers to navigate the dynamic digital landscape, which focuses intently on the operational backbone of advanced marketing and advertising, emphasizing the paramount importance of brand integrity and technological efficiency, enabling organizations to remain agile with forward-looking strategies that drive business growth.

Released: 
June, 2025
Region: 

In today’s rapidly evolving marketing landscape, staying ahead requires collaboration and insights from industry leaders. That’s why ShopBack and the Modern Marketing Association (MMA) have joined forces to bring you this groundbreaking report.

Packed with data-driven strategies and real-world applications, this report explores cutting-edge trends and actionable tactics to help you navigate the future of marketing with confidence.

Released: 
June, 2024
File Size: 
8.06MB
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Retail media plays a crucial role across the consumer journey, making it an essential touchpoint for brands to drive both awareness and conversion. In the era of Retail Media 2.0, the focus has shifted from a narrow emphasis on search-driven e-commerce to a more holistic, full-funnel approach that leverages the wealth of first-party shopping and streaming signals to power impactful advertising solutions.

 

Released: 
November, 2024
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Welcome to the State of AI in Marketing in Germany report, an in-depth exploration of how artificial intelligence (AI) is reshaping the marketing landscape in one of Europe’s leading economies. In partnership with Kantar, this report analyses current trends, challenges, and opportunities surrounding AI adoption in marketing across Germany.

Released: 
October, 2024
File Size: 
8.06MB
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