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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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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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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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2025 in Motion: What the Top 10 Marketing TNT Articles Tell Us About the Road Ahead

If the first half of 2025 taught us anything, it’s that marketing transformation isn’t coming: it’s already here! From AI integration to retail media acceleration, from the creative renaissance to data intelligence, our most-read Marketing TNT articles this year reveal a clear shift in marketer priorities: from exploration to execution. So what’s actually changing? And

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