Creative effectiveness | MMA / Marketing + Media Alliance

What makes creative effective, and can AI predict it before launch?

Creative is still measured far less than media, even as generative AI makes it faster to produce. Our AI Creative Effectiveness (ACE) Future Lab tests whether AI can predict performance before launch, in research with Kellanova, Kroger, and Vidmob. Our benchmark studies examine the creative process and what ads emphasize.

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MMA’s Intelligence + Trends

How We Spend & What We Say: The State of Advertising Spend

Oct 20, 2026 · 56:19

MMA and MediaRadar analyzed five years of advertising across 10 industries and 6 channels. The biggest differences are between categories, not channels or years.

  • Vassilis BakopoulosMarketing + Media Alliance
  • Jay NielsenMediaRadar
  • Marc GuldimannAdelaide
  • Dena WeatherheadWorkday
  • Joel RubinsonRubinson Partners, Inc.

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Best Practices · 2019

From A Blink to A Heartbeat 2019

Genel · Media & Retail Media · Personalization and CX
Creative Effectiveness · 2019

Executive Summary: Neuroscience Research Overview

Genel · Media & Retail Media · Personalization and CX
Member-only access
Creative Effectiveness · 2019

Members Only: First Second Strategy Report 2019

Genel · Media & Retail Media · Personalization and CX
Member-only access
Research · 2019

Members Only: Attention and Cognitive Process in Mobile

Genel · Media & Retail Media · Personalization and CX
Report · 2026

MMA Indonesia Data, Insights & Outlook 2026 - Q3: Indonesia's Media And Technology Landscape

Genel · Personalization and CX
Report · 2026

MMA Indonesia Data, Insights & Outlook 2026 - Q2: How Indonesian Consumers Are Shopping, Spending, and Moving in 2026 

Genel · Personalization and CX
Showcase · 2025

MMA SMARTIES Unplugged Indonesia 2026 Booklet

Genel · Media & Retail Media · Personalization and CX
Report · 2025

MMA Modern Marketing Reckoner 2025-2026 Industry Report Indonesia

Genel · AI strategy and adoption · Brand Building · Marketing Org & Talent · Personalization and CX
Showcase · 2025

Beyond the Awards: SMARTIES Unplugged 2025 Winning Campaigns Booklet

Genel · Media & Retail Media · Personalization and CX
Benchmark Studies · 2024

The State of Creative Process in Marketing

Genel · Brand Building
Showcase · 2024

Beyond the Awards: SMARTIES Unplugged 2024 Winning Campaigns Booklet

Genel · Media & Retail Media · Personalization and CX
Guide · 2024

Aligning Engagement Metrics in Advertising

Genel · Brand Building · Data, identity and privacy · Personalization and CX
Research · 2022

Connected Consumer Q3 2022 Report

Genel · Marketing Org & Talent · Personalization and CX
Creative Effectiveness · 2022

The Year of Change in Digital Marketing

Genel · Measurement & Attribution · Media & Retail Media
Member-only access
Report · 2019

Deck: Mobile ads are processed in the blink of an eye - do you have your First Second Strategy?

Genel · Brand Building · Media & Retail Media
Benchmark Studies · 2025

[MMA X BUZZMETRICS] Vietnam Facial Skincare Report

APAC · Vietnam · Data, identity and privacy · Marketing Org & Talent · Media & Retail Media
Benchmark Studies · 2025

[MMA X BUZZMETRICS] Matcha on Social Media_Connecting With Users Through Matcha Enjoyment Trends

APAC · Vietnam · Data, identity and privacy · Marketing Org & Talent · Media & Retail Media
Benchmark Studies · 2025

[MMA X BUZZMETRICS] Fashion Insight In Peak Season - Knitwear Category

APAC · Vietnam · Data, identity and privacy · Marketing Org & Talent · Media & Retail Media
Best Practices · 2021

2021 Modern Marketing Reckoner Indonesia

APAC · Indonesia · Data, identity and privacy · Measurement & Attribution · Media & Retail Media · Personalization and CX
Benchmark Studies · 2021

The Metaverse Is The Medium

APAC · Personalization and CX

Behind the work

Part of the
Marketing Attribution Think Tank

Awards

  • Winner · AdExchanger Awards 2026 Best Data Technology How AI Can Transform Creative Data into a Scaled, Predictive Value Lever for Marketing (VidMob & Kellanova)
  • Winner · Digiday AI Awards 2025 Best Use of AI in Marketing Analytics Vidmob & MMA’s AI Analytics Predicts Kellanova’s Ad Performance