Where should the money go now: video, CTV, social, creators, retail media?

Research · 2025 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… Read the report

Research · 2025

State of Video & CTV

Genel

Showcase · 2025 "Beyond the Awards" offers an exclusive glimpse into the stories behind the 2024 SMARTIES Awards winners. This booklet features detailed campaign objectives, strategies that worked… Read the report

Showcase · 2025

Beyond the Awards: SMARTIES Unplugged 2025 Winning Campaigns Booklet

Genel · Creative effectiveness · Personalization and CX

Report · 2025 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… Read the report

Report · 2025

MMA Brand Safety & MarTech Industry Report Indonesia 2025

Genel · AI strategy and adoption · Data, identity and privacy · Marketing Org & Talent · Personalization and CX

Showcase · 2024 "Beyond the Awards" offers an exclusive glimpse into the stories behind the 2023 SMARTIES Awards winners. This booklet features detailed campaign objectives, strategies that worked… Read the report

Showcase · 2024

Beyond the Awards: SMARTIES Unplugged 2024 Winning Campaigns Booklet

Genel · Creative effectiveness · Personalization and CX

Research · 2024 Present you the release of awaited Annual Report: Brand Safety and Martech 2024. This report unfolds how AI revolution, brand building, campaign, attention, the emerging influencers… Read the report

Research · 2024

MMA Indonesia Brand Safety & MarTech Report 2024

Genel · AI strategy and adoption · Brand Building · Personalization and CX

Report · 2023 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… Read the report

Report · 2023

MMA Indonesia Modern Marketing Reckoner Report 2023

Genel · AI strategy and adoption · Brand Building · Personalization and CX

Research · 2023 The MMA Global Indonesia Brand Safety & MarTech 2023 Report delves into different viewpoints, insights, and effective approaches regarding brand safety strategies and the implementation of… Read the report

Research · 2023

MMA Indonesia Brand Safety & MarTech Report 2023

Genel · AI strategy and adoption · Brand Building · Data, identity and privacy · Measurement & Attribution · Personalization and CX

Perspectives · 2023 This report is a collaboration between MMA Global in Vietnam and Decision Lab to facilitate the industry with the latest consumers’ digital behaviors understanding. The study's primary… Read the report

Perspectives · 2023

The Connected Consumer Q1 2023 Report

Genel · Personalization and CX

Research · 2023 MMA Vietnam partnership with Decision Lab to present "The Connect Consumer Q4/2022." The Connected Consumer is a quarterly study conducted by Decision Lab starting in 2019. The study… Read the report

Research · 2023

The Connected Consumer Q4 2022

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

Best Practices · 2023 Voice technologies are now becoming an integral part of our lives-be it gathering information through voice searches, streaming music, controlling smart home appliances, or making utility… Read the report

Best Practices · 2023

Audio Playbook: The Essential Guide to Voice and Audio Marketing

Genel

Benchmark Studies · 2022 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… Read the report

Benchmark Studies · 2022

MMA Indonesia Modern Marketing Reckoner 2022: Unveilling Modern Marketers' Guide to Leveraging Data & MarTech

Genel · Personalization and CX

Research · 2022 Marketing must have a certain set of competencies and mindsets to generate development in the digital age. However, as complexity increases, marketers must make more tough decisions about… Read the report

Research · 2022

State of the Industry 2022 - Modern Marketing in Vietnam

Genel · Data, identity and privacy · Marketing Org & Talent · Personalization and CX

Perspectives · 2022 With consumer journeys becoming more complex and non-linear, the role of digital is becoming more prominent across the journey. As a result, this festive season will require marketers to… Read the report

Perspectives · 2022

Winning the 2022 Festive Season with Optimal Media Strategies

Genel · Personalization and CX

Report · 2022 The MMA Global Indonesia Brand Safety & MarTech report explores various perspectives, insights and best practices on brand safety strategy and marketing technology implementation. In this… Read the report

Report · 2022

MMA Indonesia Brand Safety & MarTech Report 2022

Genel · Brand Building · Data, identity and privacy · Marketing Org & Talent · Measurement & Attribution

Guidelines · 2022 The report is a first-of-its-kind toolkit for marketers to steer brand safety, from understanding the issue to responding to critical incidents. It will also help in answering key questions… Read the report

Guidelines · 2022

Brand Safety Reimagined: A toolkit for the modern marketer

Genel

Best Practices · 2022 MMA India, a part of MMA Global, which is the world’s leading not-for-profit marketing trade body, along with GroupM unveiled its Annual Report - Modern Marketing Reckoner 2022: Building… Read the report

Best Practices · 2022

MMR 2022: Building Winning Marketing Organisations

Genel · Data, identity and privacy

Creative Effectiveness · 2022 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… Read the report

Creative Effectiveness · 2022

The Year of Change in Digital Marketing

Genel · Creative effectiveness · Measurement & Attribution

Benchmark Studies · 2022 As part of the MMA’s Great Marketing Growth Debate, this research was launched to understand marketers’ application of the leading marketing growth frameworks presented as part of the… Read the report

Benchmark Studies · 2022

Marketer Benchmark Study on Growth 2022

Genel

Best Practices · 2021 Digital Marketing Communications Platform DPIP was established in January 2021 by the cooperation of four associations, namely Turkish Advertisers Association (RVD), Turkish Association of… Read the report

Best Practices · 2021

Report On The Contribution of Advertising to Turkish Economy

Genel · Data, identity and privacy · Personalization and CX

Guidelines · 2021 Use the Guide as a resource to help you create a brand safety and suitability strategy for your organization. If your organization already has a brand safety and suitability strategy… Read the report

Guidelines · 2021

The Brand Safety and Suitability Strategy Guide

Genel

Best Practices · 2021 Brand safety is in a nascent stage in India with limited awareness and very few brand custodians taking it seriously. The present brand safety guidelines are not aligned with the changing… Read the report

Best Practices · 2021

India Brand Safety Report 2021

Genel

Best Practices · 2021 Consumer journeys are becoming more complex and non-linear, and the role of digital is becoming more prominent across the journey. As a result, this festive season will require marketers to… Read the report

Best Practices · 2021

Decoding Consumer Behaviour - Winning the 2021 Festive Season

Genel · Personalization and CX

Benchmark Studies · 2021 This is a first of its kind industry report/playbook that deep dives into how consumer behaviour is changing across the eCommerce value chain, the report throws light on the critical… Read the report

Benchmark Studies · 2021

Modern Marketers Guide to Connected Consumer Journeys 2021

Genel · Personalization and CX

Guidelines · 2021 Over-the-top (OTT) advertising is more popular than ever before. With new streaming services appearing regularly, advertising opportunities have grown considerably. This guide will help… Read the report

Guidelines · 2021

OTT Media Buying Strategy Guide

Genel · Personalization and CX

Guidelines · 2021

An Introduction Guide to OTT and CTV

Genel · Personalization and CX

Best Practices · 2021 MMA, in collaboration with Isobar; Powered by Slang Labs, launches the much-awaited - The Voice Playbook. The Playbook unpacks the potential impact of Voice capturing global and Indian… Read the report

Best Practices · 2021

The Voice Playbook 2021

Genel

Best Practices · 2020 MMA India, in association with mFilterIt, has published the Ad Fraud Elimination Guidelines recommending best practices to combat the challenge through collaborative endeavours of… Read the report

Best Practices · 2020

MMA Ad Fraud Elimination Guidelines 2020

Genel

Benchmark Studies · 2020 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… Read the report

Benchmark Studies · 2020

Fraud Audit - Gaming & DSP - Case Study

Genel

Benchmark Studies · 2020 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… Read the report

Benchmark Studies · 2020

Fraud Audit - Gaming - Case Study

Genel

Benchmark Studies · 2020 A worldwide telecommunications and financial wire service company was concerned about performance anomalies in their mobile app acquisition campaigns. Certain key performance indicators… Read the report

Benchmark Studies · 2020

Fraud Audit - Telecom & Fintech - Case Study

Genel

Best Practices · 2019 The Mobile Marketing Association and Decision Lab Ad Fraud report is the most essential guide for every marketer, agency, tech-provider and publisher to understand the mobile marketing… Read the report

Best Practices · 2019

MMA & Decision Lab: Ad Fraud India Report

Genel

Definitions · 2019

Combating Mobile Fraud - MMA Infographic

Genel

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 · Creative effectiveness

Member-only access Report · 2019 What are the differences between in-app and mobile web ad inventory? How can creative formats be leveraged to make the most of the mobile environment? And how might video playback… Read the report

Report · 2019

The MMA Mobile Programmatic Video Guide: Navigating a Growing, Complex, Media Marketplace

Genel

Report · 2019 What are the differences between in-app and mobile web ad inventory? How can creative formats be leveraged to make the most of the mobile environment? And how might video playback… Read the report

Report · 2019

The MMA Mobile Programmatic Video Guide: Get a Sense for This Complex Marketplace by Downloading This Executive Summary

Genel

Member-only access Report · 2018 As video has emerged as one of mobile’s most engaging ways to reach consumers, the number of video formats and features has exploded. But along with innovation, there’s confusion, which is… Read the report

Report · 2018

The Buyers Lexicon for Mobile Video

Genel

Document · 2026 A market-sizing and benchmarking report from the MMA South Africa Retail Media Task Force and the Data + CX Think Tank (DATT), mapping South Africa's retail media market against global… Read the report

Document · 2026

South African Retail Media Landscape: 2026 Ecoscape Report

Middle East & Africa · South Africa · Brand Building · Data, identity and privacy · Marketing Org & Talent

Document · 2026 A practitioner's glossary from the MMA South Africa Retail Media Task Force, defining the terms, metrics and formulas driving retail media today, from ad inventory and attribution windows… Read the report

Document · 2026

MMA Retail Media Measurement & Market Definitions Guide (The MMA South Africa Retail Media A–Z)

Middle East & Africa · South Africa · Brand Building · Data, identity and privacy · Marketing Org & Talent

Whitepaper · 2026 Advancing Knowledge. Empowering Our Community. Shaping the Future of Marketing. As part of MMA Academy’s ongoing commitment to elevate the marketing and media ecosystem, we are proud to… Read the report

Whitepaper · 2026

Retail Media Measurement Made Easy: A Guide

Middle East & Africa · South Africa · Brand Building · Data, identity and privacy · Marketing Org & Talent

Benchmark Studies · 2025 Vietnamʼs facial skincare industry is entering an important transition phase, as growth is no longer driven by intensive treatments or complex routines, but increasingly revolves around the… Read the report

Benchmark Studies · 2025

[MMA X BUZZMETRICS] Vietnam Facial Skincare Report

APAC · Vietnam · Creative effectiveness · Data, identity and privacy · Marketing Org & Talent

Benchmark Studies · 2025 This report explores the evolving landscape of Matcha conversations on Vietnamese social media in 2025, where trends, user behaviors, and brand activity reveal both momentum and… Read the report

Benchmark Studies · 2025

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

APAC · Vietnam · Creative effectiveness · Data, identity and privacy · Marketing Org & Talent

Benchmark Studies · 2025 The Knitwear category has firmly established its dominance in Vietnam's cold-weather social media landscape, particularly driven by Northern demographics. However, the market is currently… Read the report

Benchmark Studies · 2025

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

APAC · Vietnam · Creative effectiveness · Data, identity and privacy · Marketing Org & Talent

Benchmark Studies · 2024 In the previous article, we explored the new Age of Shoppertainment and how consumer shopping behaviour is rapidly evolving in the Asia Pacific region. Brands can no longer just rely on… Read the report

Benchmark Studies · 2024

Turning Shoppertainment Insights into Action with TikTok's PACE Framework

APAC · Marketing Org & Talent · Personalization and CX

Benchmark Studies · 2024 Explore how consumer expectations and preferences are evolving and how brands can be part of the future of consumer and commerce. Shoppertainment Is Revolutionising Commerce in APAC - Are… Read the report

Benchmark Studies · 2024

Navigating the Evolving Commerce Landscape in APAC with Shoppertainment

APAC · Marketing Org & Talent · Personalization and CX

Research · 2023 The Advantage "X" in the Playbook's title signifies the limitless possibilities that await within the ONDC ecosystem and this toolkit is a key resource to help tap into the same as a guide… Read the report

Research · 2023

ONDC Advantage X Toolkit - GTM Guide to digitise & democratise for commerce led growth

APAC · India

Research · 2023 The Open Network for Digital Commerce (ONDC) is an innovative network that has garnered the attention of stakeholders and professionals in the digital commerce space in India. A survey on… Read the report

Research · 2023

Surveying The Pulse | MMA India Survey: Industry's Outlook on ONDC

APAC · India

Educational Documents · 2023 In the past couple of years, Southeast Asia saw accelerated growth and changes in the technology landscape due to the COVID pandemic businesses experienced a boom in e-commerce, digital… Read the report

Educational Documents · 2023

Vietnam Brand Safety Report 2023

APAC · Vietnam · Data, identity and privacy

Educational Documents · 2022 The term "social commerce" refers to the "purchasing and selling that occurs on social media and other networking sites." Social commerce offers the particular advantage of engaging… Read the report

Educational Documents · 2022

The state of Social commerce & Live-streaming in Vietnam

APAC · Vietnam · Personalization and CX

Best Practices · 2021 The theme of MMA 2021 is “Shape the Future of Modern Marketing” under the today context of technology evolving, consumer being more and more tech-savvy, yet socially conscious. Covid… Read the report

Best Practices · 2021

Vietnam Martech Report

APAC · Vietnam · Data, identity and privacy · Personalization and CX

Research · 2021 The Evolution of Gaming, Why modern marketers need to embrace gaming as a channel. Technology is everywhere, and it's changing people's lives. We're exposed to technology from the moment we… Read the report

Research · 2021

[AdColony x MMA] The Evolution of Gaming

APAC · Vietnam · AI strategy and adoption

Best Practices · 2021 The Modern Marketing Reckoner Report 2021 was developed to help businesses move forward and gain leverage in the online marketing industry. It will provide valuable insights on the latest… Read the report

Best Practices · 2021

2021 Modern Marketing Reckoner Indonesia

APAC · Indonesia · Creative effectiveness · Data, identity and privacy · Measurement & Attribution · Personalization and CX

Educational Documents · 2021 As digital services become mainstream and consumer behaviors continue to evolve with this shift, brands must keep up to drive relevance and preference. To help brands navigate the modern… Read the report

Educational Documents · 2021

Vietnam Ecosystem Report 2021: Modern Marketing

APAC · Vietnam · AI strategy and adoption · Personalization and CX

Best Practices · 2021 As more businesses continue to invest in MarTech solutions, and the Indonesian marketing landscape continues to evolve, it is crucial for marketers to identify trends and best practices… Read the report

Best Practices · 2021

The MMA Indonesia MarTech Report 2021

APAC · Indonesia · AI strategy and adoption · Data, identity and privacy · Personalization and CX

Educational Documents · 2021 We are delighted to share with you our much insightful information regarding the potential of mobile marketing to approach rural consumers via the Vietnam Rural Report by Cốc Cốc. MMA, in… Read the report

Educational Documents · 2021

Vietnam Rural Report 2020

APAC · Vietnam · Personalization and CX

Benchmark Studies · 2019 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… Read the report

Benchmark Studies · 2019

Mobile Fraud in Vietnam

APAC · Vietnam

Educational Documents · 2019 Our latest MMA report – ‘Tackling Mobile Ad Fraud’ is a whitepaper on mobile ad fraud, from the perspective of the industry experts within the EMEA region. As the underlying technology… Read the report

Educational Documents · 2019

Tackling Mobile Ad Fraud

Europe

Educational Documents · 2019 (August 8th, 2019) The Mobile Marketing Association in Indonesia, today announced the launch of the Ad Fraud, Brand Safety & Viewability Whitepaper, followed by an industry event in… Read the report

Educational Documents · 2019

The State of Ad Fraud in Indonesia 2019 Whitepaper

APAC · Indonesia

Educational Documents · 2018 THE IMPORTANT DISCUSSION ABOUT HOW BRANDS CAN PROTECT THEMSELVES ONLINE IS THE IMPETUS BEHIND THIS WHITE PAPER. OF 14 BURNING TOPICS THAT NEED TO BE ADDRESSED, WE HAVE CHOSEN THREE… Read the report

Educational Documents · 2018

Brand Safety - Viewability and Fraud

Europe · South Africa · Measurement & Attribution