Marketing TNT Team, Author at Marketing TNT

Ad Fatigue Hits Hard in Southeast Asia: 2 in 3 Consumers Tune Out Repetitive Ads

A new study by global advertising technology leader The Trade Desk (Nasdaq: TTD) reveals that 66 percent of Southeast Asian consumers are tuning out repetitive ads shown on a single channel. The findings in the study “The Untapped Opportunity of Omnichannel” underscore the urgent need for advertisers to move away from siloed, multichannel strategies […]

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Beyond Viewability — Measuring and Planning for the First Second

If you’re buying time, you might be buying the wrong thing. In Blog 1, we saw how fast attention and cognition happen. In Blog 2, we broke down the creative levers to win that moment. Now, let’s tackle the media and measurement implications. Viewability vs. Opportunity to See Buying longer exposure time often feels like

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Designing for Speed — The Creative Playbook for the First Second

Your ad doesn’t get a second chance to make a first second impression. If Blog 1 revealed that the first 0.5 seconds are make-or-break, this one will arm you with the creative principles to win them. The Four Powers of First-Second Creative According to the MMA’s First Second Strategy framework, your creative must deliver four

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The Blink that Decides Your Ad — Why the First 0.5 Seconds Matter Most

By the time your audience blinks, they’ve already decided if your ad is worth noticing. In an era where ads flood every scroll, swipe, and tap, the challenge isn’t just being seen — it’s being seen fast enough for the brain to register and respond. For years, marketers have debated whether :30s, :15s, or even

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The Metrics Are Lying and It Is Costing You Growth

A high click-through rate, a steady ROAS, and a clean dashboard can make a campaign look like a success. But these numbers can also hide the truth. They tell you what happened now, not what is still to come. The Brand as Performance (BaP) research shows that when marketers only track short-term results, they can

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You’re Measuring the Wrong Numbers in Performance Marketing

Marketers have more data than ever, yet many still make decisions based on an incomplete picture of performance. The obsession with clicks, immediate conversions, and short-term ROAS has led to a dangerous habit: valuing only what can be measured instantly. The result is a skewed understanding of what truly drives growth. The Missing 80% Recent

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It Didn’t Work… Yet: The Case for Delayed Impact in Brand Advertising

By now, we’ve all heard the complaint: “My branding campaign didn’t move the needle.” But what if that’s not true — yet? New findings from MMA Global’s Brand as Performance (BaP) research and recent CPG case studies are challenging one of the most sacred assumptions in marketing: that we should measure impact right away. The

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Why Your AI Targeting Model Is Still Losing to a Simple Probability Rule

You’ve invested heavily in AI-driven marketing. You’ve meticulously crafted lookalike audiences, trained sophisticated machine learning models on past converters, and even experimented with real-time personalization. Yet, the results are a frustrating mixed bag: some campaigns soar, while others inexplicably fall flat. This is the perplexing paradox of AI-driven targeting. While undeniably powerful, its performance can

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Your Data Isn’t Broken. Your Segmentation Is.

It’s easy to fall into the trap of thinking that a robust marketing technology (martech) stack automatically guarantees success. You’ve invested in a Customer Data Platform (CDP), built out sophisticated analytics dashboards, and diligently channel first-party data into clean rooms. The technical infrastructure is undeniably there. So, why does campaign performance still fall short of

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What if You’re Not Underinvesting – Just Investing in the Wrong Audience?

Marketers often find themselves on the defensive, constantly justifying budgets, especially when campaigns fall short. The knee-jerk reaction is almost always to push for more: more budget, more reach, more frequency. But what if the underlying issue isn’t that you’re spending too little, but rather that you’re spending in all the wrong places? This is

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Author name: Marketing TNT Team