At MMA Global APAC, our goal is to help marketers navigate today’s most pressing challenges with strategies grounded in data, not guesswork. In today’s fragmented media landscape, where marketing budgets are scrutinized and customer acquisition costs are rising, traditional reach-based advertising is no longer enough. Marketers are under increasing pressure to drive profitability, efficiency, and measurable business impact—without wasting precious budget on audiences that won’t move the needle.
Enter Outcome-Based Marketing 2.0—a breakthrough framework developed by MMA in collaboration with Neustar and validated by leading academics. At its core is a simple but powerful insight: the best returns don’t come from loyalists or non-responders, but from the Movable Middle—audiences who are most likely to convert with the right message and media exposure.
This report breaks down the OBM2 methodology and explains how targeting the Movable Middle can dramatically improve return on ad spend, reduce acquisition costs, and unlock new sources of profitable growth. You’ll discover a proven five-step approach for identifying, planning, testing, and scaling campaigns using this model—along with success stories from leading brands that have already put OBM2 into action.
Download the report to explore how Outcome-Based Marketing 2.0 can help you target smarter, perform better, and grow more profitably.
