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.
Discover how today’s marketers are reshaping their strategies—and what’s still holding them back.
Join Vassilis Bakopoulos (SVP, Head of Industry Research, MMA Global) and Neala Brown (SVP Strategy & Insights, Teads) as they unveil findings from the 2025 State of Video & CTV Survey, conducted with over 100 senior marketers. Michelle Alfano with Ally Financial, Rose Stark with Choice Hotels International, and Doree Speidel with Dave.com will join to offer perspectives from their work.
The way people discover (and rediscover) brands is evolving. They're increasingly seeking content that is native and inspiring, not just information. Crowdsourcing information (fka - "searching") for recommendations from short-form videos is becoming the new normal, and TikTok is leading this global change - no matter the demo (yes, even 30+) or interest groups like #worktok or #DIYtok.
Television audiences are evolving and broad-reach advertising from linear TV does not have the same impact it once did. In 2023, Connected TV (CTV) penetration reached an all-time high, with 88% of households having at least one CTV device. But even with CTV penetration, brands are underutilizing CTV as an advertising channel, missing a wealth of opportunity, data, and targeting capabilities to reach audiences.
Our latest ROI Genome Flash highlights the impact CTV advertising can have and how to take full advantage.
Access the Flash to learn more about:
The growth of connected TV and streaming video
Opportunities and considerations for scaling connected TV ads
Why CTV ads measurement requires a commercial view
Log in with your MMA membership to gain full access to member research.
AnyMind Group, a BPaaS company for marketing, e-commerce and digital transformation, has today announced the launch of a proprietary web-based video player AnyManager Video Player, along with ad serving for AnyManager Video Player and text-to-video conversion functionalities on AnyManager, AnyMind’s publisher growth platform.
To help publishers quickly capitalize on the increased consumption and availability of video content, the new offerings are designed to be easily implemented and mindful of limitations around video production resources.
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 objective is to examine the online habits of consumers, including their social media usage, entertainment consumption (music, movies, videos), communication methods, and shopping behavior. In the Q1 2023 edition, the report also tracks consumers' browser usage.
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 wake up to the last few minutes before we close our eyes.
The primary device for access to technology is the mobile phone. According to Statista, in 2020, the smartphone adoption rate in APAC reached 28%, and is expected to grow to 83% by 2025.
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 modern marketing strategies, as well as comprehensive coverage on topics including how to plan for post-IDFA mobile marketing strategies, the role of the rising e-sport industry for marketers, cashless society, and the new era of programmatic mobile video advertising.
Culture Group and MMA present Enter The Metaverse: Virtual Worlds, Real Value - a webinar on the future of community attention, culture, and commerce. This webinar is being presented as part of MMA’s mission to #SHAPETHEFUTURE of marketing.
Bringing together marketers, technologists and creators, the session highlights how the convergence of gaming, blockchain and social engagement present a new future for brands and consumers to engage in virtual environments enabled by Web3.
