Creative Effectiveness

Featuring input from industry trailblazers, this is the most awaited and anticipated report to help marketing professionals strengthen their strategy to drive business growth in 2024. It covers topics such as Artificial Intelligence (AI), Retail Media and the latest MarTech trends. The research in the report is backed by solid data and analyzed by experts to provide a comprehensive overview of the challenges and opportunities that lie ahead.

Featuring input from industry trailblazers, this is the most awaited and anticipated report to help marketing professionals strengthen their strategy to drive business growth in 2023. It covers topics such as CTV, Superapps and the latest MarTech trends. The research in the report is backed by solid data and analyzed by experts to provide a comprehensive overview of the challenges and opportunities that lie ahead.

New insights from a survey by the MMA, in partnership with the BCG, reveal that marketers are struggling to adapt to the shifting identity, privacy and regulatory landscape.

Among the key findings in The Year of Change In Digital Marketing report include:

Uncertainty Abounds:

• 50% of marketers believe their CMO does not fully understand implications of changing privacy regulations and only 12% of marketers feel fully prepared for upcoming changes.

The Cookie Effect:

In this joint project between MMA Global and Neustar, we used return on ad spend (ROAS), a widely used measure of marketing success, to develop an innovative framework to help brands target a new group of consumers: the ‘movable middles.’

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.