(A new ruleset for marketers who can’t afford to lose attention) In today’s hyper-scroll world, brands aren’t competing for seconds — they’re competing for milliseconds. The MMA’s First Second Strategy research reveals a truth that should make every marketer sit up straight: the human brain needs less than half a second to see, process, and […]
Blink, and It’s Gone: Why Your Brand Must Win the First Second Read More »
For more than a decade, digital advertising has been plagued by the perennial challenge of measuring true efficacy. That era is over. The rise of Retail Media Networks (RMNs) marks the third wave of digital marketing, an era defined by precision, accountability, and predictive intelligence. According to eMarketer, RMNs are set to capture over 20%
The Third Wave Unfolds: Retail Media’s Growth Trajectory for APAC Brands in 2026 Read More »
Here’s the deal for marketing leaders: how well you handle data isn’t just important—it’s literally what separates the winners from everyone else. Companies crushing it with data aren’t playing the same game as those still figuring things out. That’s exactly why MMA Global teamed up with some of the sharpest minds in marketing and advertising
Marketing’s New Reality: Your Data Strategy Is Everything Read More »
For years, marketers have wrestled with the question of who to target: loyal customers, new audiences, or those who have drifted away. Most default to broad awareness or to chasing new buyers. But new research suggests that the highest returns come from a very specific — and often overlooked — segment: the Persuadables. Coined in
Finding the Persuadables – Precision Targeting That Multiplies ROAS by 16x Read More »
Marketers have long measured campaign success by the immediate lift they can prove — impressions, clicks, short-term sales. But new findings from the Brand as Performance (BaP) initiative by the Mobile Marketing Association (MMA) are forcing a fundamental rethink of what marketing performance really means. In a series of longitudinal studies conducted with Circana, TransUnion,
Beyond the Click – Why 80% of Advertising’s Impact Happens After the Campaign Read More »
MMA Impact, the most definitive gathering of decision-makers of Indonesia, is kicking off with a power-packed list of marketers, tech providers, sellers and agencies, all under one roof. The contemporary marketing landscape presents intricate challenges, as traditional frameworks increasingly lose their relevance amidst pervasive political, social, and cultural transformations. The integration of digital technologies,
MMA IMPACT 2025 Indonesia: the emerging playbook for CEOs and CMOs Read More »
For decades, television has been at the heart of storytelling – building emotion, trust, and shared experiences for millions of viewers. But as audiences evolve and viewing habits shift across devices, one thing has become clear: television isn’t disappearing – it’s transforming. Connected TV (CTV) is not a new medium competing with traditional TV; it’s
Connected TV: The Advanced Version of Linear TV Read More »
Somewhere between your most loyal customers and those yet to discover your brand lies a high-potential audience often left underutilized: the Movable Middle. These are consumers who are active in your category (they shop, compare, and consider), but haven’t yet committed to any one brand. They’re not disengaged, nor are they deeply loyal. Instead, they
The High-Intent Middle: Why APAC Brands Are Betting on the Movable Majority Read More »
For more than a decade, customer retention strategies in the Food & Beverage (F&B) and Retail industries have centered on Reward and Loyalty programs that emphasize point accumulation and delayed redemption. However, the proliferation of digital ecosystems and super-app platforms has fundamentally transformed consumer expectations. Contemporary consumers increasingly favor instant gratification – seeking immediate, tangible
For decades, marketers have placed loyalty on a pedestal. We create media plans that suppress our “best” customers, assuming they are already sold and don’t need to be messaged. We operate under the myth that loyalty is static and exclusive. But what if your most valuable customers are still splitting their wallets with your competitors?
The Most Valuable Customers Aren’t Loyal. They’re Movable Read More »
