MMA / Marketing + Media Alliance - Marketing Growth

The State of Brand Marketing Accountability

MMAGlobal — Wed, 25 Feb 2026 04:22:36 +0000

Thursday, March 19, 2026 - 12:00pm to 1:00pm EDT

Region:

The question isn’t whether to measure brand. It’s whether you can afford not to.

Marketers are often under pressure to defend brand marketing investments, but don’t always have the measurement methods to really “prove it.” In this webinar, we will share new findings on what separates Brand Accountable organizations from those that are Brand Vulnerable—and how to strengthen your ability to defend (and grow) brand investment.

Hear how brand marketing leaders use measurement insights in planning and budget conversations.

What you’ll learn

Where brand vs. performance budgeting is heading -- and what that means for long-term growth
Why confidence in brand measurement is a defining factor in budget vulnerability
What Brand Accountable teams do differently (including how they use measurement to defend or increase brand budget)
How to improve Marketing + Finance alignment around brand ROI and decision-making

Key findings we’ll unpack

Many teams report being “balanced,” but budgets are shifting more toward performance
Few senior marketers say they’re very confident in their brand measurement strategy, creating risk when scrutiny increases
The top capability marketers say they need: linking brand metrics to sales/business outcomes

Marketers who’ve invested in measurement capability are much more likely to be planning budget increases, and much more likely to protect brand in a downturn.

Speakers:

Vassilis Bakopoulos

SVP – Head of Industry Research

Marketing + Media Alliance

Jim O’Brien

CMO, Business Insurance

The Travelers Companies, Inc.

Rose Stark

VP, Brand Marketing and Creative

Choice Hotels International

Ben Eddy

Head of Marketing Analytics

Ally Bank

Christine Schrader

VP of Strategic Innovation

Wpromote

Register for this webinar:

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Veri Olgunluğu Raporu 25 | Türkiye

Serkan Karaman — Tue, 17 Feb 2026 06:26:04 +0000

data_maturity_tr_25.pdf

Released:

February, 2026

File Size:

8.06MB

Keywords:

MMA MEA

Türkiye

report

Bu rapor, Türkiye’deki kurumların veri olgunluğunu uçtan uca değerlendirerek mevcut durumun gerçekçi bir fotoğrafını çıkarıyor; veri stratejisi, yönetişim, altyapı, analitik/AI yetkinlikleri ve organizasyonel sahiplenme gibi boyutlarda güçlü yönler ile kritik boşlukları ortaya koyuyor. Raporda ayrıca sektörel eğilimler ve en iyi uygulama örnekleri üzerinden “veriyle büyüme” için pratik bir yol haritası sunuluyor; ekiplerin ortak bir dilde konuşmasını sağlayarak önceliklendirme, yatırımları doğru yapılandırma ve ölçülebilir ilerleme takibini mümkün kılıyor.

ENG
This report provides a realistic snapshot of organizations’ data maturity in Turkey through an end-to-end assessment, highlighting strengths and critical gaps across dimensions such as data strategy, governance, infrastructure, analytics/AI capabilities, and organizational ownership. It also offers a practical roadmap for “growth through data” based on sector trends and best practices, enabling teams to speak a common language, prioritize actions, structure investments correctly, and track measurable progress.

Education Section:

Benchmark Studies

Research

Document Not Released Yet:

Region:

MEA, Türkiye

Data

Marketing Growth

Marketing Organization

Categories:

MMA Research

Attribution & Data

Redirect Immediately:

Content Type:

Report

Marketing Arena:

Data + CX

Knowledge Center

Retail Media Measurement Made Easy: A Guide

Serkan Karaman — Wed, 04 Feb 2026 11:40:51 +0000

mma_academy_-_retail_media_measurement_made_easy.pdf

Released:

February, 2026

File Size:

4.6 MB

Keywords:

measurement

retail

retail media

Advancing Knowledge.

Empowering Our Community. Shaping the Future of Marketing.

As part of MMA Academy’s ongoing commitment to elevate the marketing and media ecosystem, we are proud to launch the

MMA Academy Whitepaper Series: A curated collection of expert contributions designed to foster shared learning, encourage dialogue, and advance industry-wide understanding of emerging opportunities and challenges.

This series reflects our mission to give back to the community by creating an accessible platform where members can share their expertise, research, and insights for the benefit of the entire industry. Each whitepaper in this series is developed in collaboration with MMA member organizations, offering diverse perspectives that contribute to collective growth. While these papers are authored by our members, they represent educational contributions to the community, not brand endorsements.

Our vision is rooted in:

- Knowledge Sharing: Providing marketers with practical frameworks, strategic guidance, and real-world applications.

- Community Empowerment: Enabling professionals at all levels to access high-quality learning resources.

- Thought Leadership: Amplifying the voices, research, and innovative thinking of our global network.

About this edition

This inaugural edition features insights contributed by Odette Van Wyk (MMA SA Retail Media Taskforce Leader) from Resonate Consulting, focusing on retail media measurement and the path toward more transparent, actionable evaluation frameworks. Their contribution exemplifies the spirit of this series; members sharing expertise to strengthen the entire marketing community.

As MMA Academy, our goal is to support and accelerate this exchange of knowledge so marketers everywhere can benefit from the collective intelligence of our ecosystem.

Education Section:

Guidelines

Research

Trends Reports

Document Not Released Yet:

Region:

MEA, South Africa

Data

Marketing Growth

Marketing Organization

Shopper Marketing

Categories:

Retail Media

Redirect Immediately:

Tags:

retail media

retail

Measurement

Content Type:

Whitepaper

Marketing Arena:

Measurement

Knowledge Center

Tools & Playbooks

MMA Modern Marketing Reckoner 2025-2026 Industry Report Indonesia

Beth Chandra Isfandari — Wed, 19 Nov 2025 07:18:55 +0000

modern_marketing_reckoner_2025-2026_new.pdf

Released:

December, 2025

Keywords:

AI in marketing

Customer Behaviours

Indonesia

Next Generation Consumers

The Modern Marketing Reckoner 2025-2026 Indonesia serves as a strategic compass for marketers navigating an era defined by rapid transformation, technological disruption, and shifting consumer values. This edition goes beyond operational efficiency to explore how marketing drives business growth, long-term brand equity, and societal impact. It examines the evolution of leadership in marketing, emphasizing the role of CMOs and brand custodians as key drivers of growth and transformation.

The report highlights the next frontier of AI (scope of creative, agentic, and responsible) and how it is reshaping every layer of the marketing value chain, from content generation to intelligent automation. It delves into purpose-driven branding and campaign innovation, showcasing how bold ideas, inclusive narratives, and creativity fuel enduring emotional connections. As consumer behavior continues to shift, the report underscores the importance of emotional insight, behavioral data, and culturally resonant storytelling in delivering meaningful experiences. It also explores the growing influence of social marketing, from creators and influencers to community-led commerce and shoppertainment, positioning digital ecosystems as central to engagement and conversion. The report further examines the convergence of brand purpose and sustainability goals, emphasizing authenticity and business alignment. Emerging themes such as intellectual property as a monetization engine, the redefinition of marketing talent through upskilling and growth mindsets, and the use of data and analytics to drive precision and scale are explored in depth. Finally, it captures the meteoric rise of retail media networks as integrated platforms for performance and brand storytelling.

The Modern Marketing Reckoner 2025 provides a future-focused, insight-rich framework for marketers looking to lead with purpose, creativity, and measurable impact.

Education Section:

Best Practices

Creative Effectiveness

Educational Documents

Perspectives

Research

Trends Reports

Document Not Released Yet:

Region:

APAC, Indonesia, Global

B2B Marketing

Consumer Engagement

Creative Effectiveness

CX / Customer Experience

Marketing Growth

Categories:

MMA Research

Redirect Immediately:

Tags:

2025

2026

Content Type:

Report

Good Growth: How Brands Win with Social Impact

MMAGlobal — Mon, 13 Oct 2025 16:56:49 +0000

Wednesday, October 22, 2025 - 1:00pm to 2:00pm EDT

Region:

Global

A new generation of brands — from fast-growing startups to forward-thinking incumbents — is demonstrating how social and environmental impact can be a source of competitive advantage and sustained growth. This session explores those emerging practices and shows how companies are moving beyond cause-marketing campaigns and CSR add-ons toward integrated strategies that create measurable business value.

Based on the new book Good Growth: How Brands Win with Social Impact by Dr. Omar Rodríguez Vilà and Dr. Sundar Bharadwaj, the webinar introduces a practical playbook for this next-generation approach — one that links mission tightly to market opportunity. You'll discover how brands are identifying and capitalizing on social impact markets, embedding purpose into products and experiences, and turning impact into a powerful engine for revenue growth and brand differentiation.

Their research shows that purpose-oriented brands outperform peers — growing revenue and equity faster — when mission aligns tightly with business logic.

Don't miss this chance to learn how to turn real impact into real growth. This webinar is ideal for:

Brand managers evolving CSR into an integrated strategy
Product managers embedding purpose into development
Marketers seeking to differentiate authentically

Register now to secure your spot—spaces are limited. You'll walk away ready to elevate your brand's impact and unlock sustainable growth.

Speakers:

Dr. Omar Rodríguez-Vilá

Professor of Practice in Marketing

Goizueta Business School, Emory University

Dr. Sundar Bharadwaj

The Coca Cola Company Chair, Professor of Marketing

The University of Georgia, The Terry College of Business

Dr. Michael Pettiette

Program Director, Marketing + Media Alliance (MMA) Marketing Org Strategy Think Tank

Faculty Member, University of Houston

Brand as Performance: Proving Brand Marketing Drives Long-Term Growth

MMAGlobal — Wed, 01 Oct 2025 19:26:42 +0000

Brand as Performance White Paper

Released:

October, 2025

File Size:

2.6 MB

Marketers know brand builds growth—but until now, proof was elusive.

The new Brand as Performance (BaP) whitepaper from MMA Global and TransUnion reveals that traditional measurement methods have undervalued brand’s impact by up to 83%. Backed by studies from Ally, Kroger, and Campbell’s, BaP shows how brand campaigns lift favorability (+24%), drive higher conversions (4–5x), and deliver 1.8–6x greater long-term sales impact compared to short-term tactics. With BaP, CMOs finally have the evidence to defend budgets, optimize strategy, and demonstrate marketing’s full value.

Download the whitepaper to learn how brand-first strategies compound growth and drive measurable results for your business.

Education Section:

Guidelines

Research

Trends Reports

Document Not Released Yet:

Region:

Categories:

Redirect Immediately:

Content Type:

Whitepaper

Marketing Arena:

Measurement

Yango Ads debuts "Points of Growth", a podcast unpacking what’s next in adtech

ladasosina_173739 — Mon, 02 Jun 2025 13:22:10 +0000

June 2, 2025

Submitted by Yango Ads

In the AdTech world, which is full of a constant stream of new platforms, strategies, and acronyms, Yango Ads is throwing its hat into the ring with a new podcast "Points of Growth," aiming to offer a more grounded perspective on the industry.

"Points of Growth" brings together industry experts working in advertising and monetization to discuss the challenges and opportunities they face. They will delve into the trends, technologies, and questions shaping the future of advertising. The first episode tackles the basics: What is AdTech for 2025? It explores the current landscape, examines the forces that have shaped it, and attempts to offer some informed speculation about where things might be headed.

“We're constantly fed with so much information on a daily basis. It's actually so hard to keep up. But at what point do you say: okay, this is going to be here for a while? Versus something like, nope, this is going to disappear over the next two months. This is what we're trying to uncover here, discussing AdTech trends and patterns of the industry.” — says Neha Dawar, Business Development Manager at Yango Ads and the podcast host.

Ready to level up your adtech game? You can catch "Points of Growth" on Spotify, Apple Music and YouTube Music.

About Yango Ads
Yango Ads, an AdTech division of Yango Group, offers data-driven solutions for smart advertising, monetization, and analytics. The company helps businesses across the globe grow, monetize, find new clients and enter new markets. Operating in 30+ countries, Yango Ads provides over 600 advanced targeting options and AI-driven solutions.

Adapting advertising strategies to attract tourists from emerging markets

ladasosina_173739 — Thu, 29 May 2025 14:11:43 +0000

Adapting advertising strategies to attract tourists from emerging markets

The global travel landscape is undergoing a transformation, and forward-thinking marketers are poised to take advantage of this shift. With the rising economies in Eastern Europe and the CIS - countries like Russia, Kazakhstan, Belarus, Georgia, and others - a new wave of high-potential tourists is making its way to regions like the Middle East, Africa, and the Asia-Pacific.

Our latest report, based on a survey conducted in December 2024, reveals key insights into attracting these travelers. We surveyed 768 individuals from Kazakhstan, Georgia, Moldova, Russia, Belarus, Ukraine, Azerbaijan, Kyrgyzstan, Turkmenistan, and Uzbekistan to uncover their travel habits, preferences, and the factors influencing their destination choices.

This isn’t merely about generic advertising; it’s about understanding a specific demographic and developing campaigns that truly resonate with them. Here’s a glimpse of our findings:

Log in with your MMA membership to gain full access to member research.

Interested in becoming an MMA member? Click here.

If your company is an MMA member and you need log-in information, please email membership@mmaglobal.com.

PDF(s):

tourism_industry_guide_yango_ads.pdf

Research

Members Only

MMA Academy & Digital Turbine Successfully Complete First Mobile Advertising Certificate Program

Serkan Karaman — Fri, 25 Apr 2025 09:50:23 +0000

April 25, 2025

Submitted by Digital Turbine

MMA MENA’s key initiative, MMA Academy, continues to empower marketing professionals with cutting-edge strategies through industry-leading programs. In a strategic collaboration with Digital Turbine, the MMA Academy Mobile Advertising Certificate Program was successfully completed in January, marking the region’s first certification initiative focused on mobile advertising. The three-week masterclass series, “Elevating Your Brand with Mobile”, was designed to equip industry professionals with the latest tools and insights in mobile advertising, reinforcing their ability to create impactful strategies.

Strategic Transformation and Innovative Approaches in Mobile Advertising

This exclusive program provided participants with a comprehensive understanding of the dynamic mobile advertising ecosystem, guiding them in developing the most effective strategies for their brands. The program was structured around three key themes:

● ✔ Awareness: The role of mobile gaming in today’s media mix, led by Yeşim Şahin Utku, Channel Partners Manager, Digital Turbine. [Watch the recording]

● ✔ Consideration: The science of user attention and its impact on campaign success, presented by Joelle Atallah, Client Partner Lead, Aleph Group - Digital Turbine MENA. [Watch the recording]

● ✔ Action: Interactive mobile video advertising strategies, explored by Greg Wester, SVP Marketing, Digital Turbine. [Watch the recording]

Participants who attended all sessions earned the MMA Academy Mobile Advertising Certificate, recognizing their expertise in the field.

A Bold Step from MMA Academy

MMA Academy continues to highlight the critical role of mobile advertising within the marketing ecosystem. Linda Kender, Business Development and Growth Director at MMA MENA, shared her insights on the program’s impact:

“Mobile is the most transformative platform for today’s marketers. At MMA Academy, we are committed to equipping industry professionals with the latest strategies and technologies. This program provided a crucial learning opportunity for those looking to excel in mobile advertising.”

Yeşim Öztekin, Managing Director, EMEA & LATAM at Digital Turbine, also emphasized the program’s contribution to the industry:

“Our collaboration with MMA Academy has brought valuable insights into how mobile gaming advertising can drive brand success. As mobile continues to be the dominant platform for user engagement, integrating effective advertising strategies into high-attention environments will be essential for brands aiming to enhance their media planning.”

Investing in the Future of Mobile Advertising

Following the success of this program, MMA Academy will continue launching similar educational series, providing industry professionals with valuable insights into digital transformation and mobile marketing. Stay tuned for upcoming initiatives developed in partnership with leading industry experts!

For more information: www.mmamena.org & www.digitalturbine.com

-------

About Digital Turbine

Digital Turbine (NASDAQ: APPS) powers superior mobile consumer experiences and results for the world's leading telcos, advertisers, and publishers. Our end-to-end platform uniquely simplifies our partners' ability to supercharge their awareness, acquisition, and monetization — connecting them with more consumers, in more ways, across more devices. Digital Turbine is headquartered in North America, with offices around the world. For more about Digital Turbine: www.digitalturbine.com

Can Meta ads drive both short term sales and long term brand KPIs for automotive marketers?

wilburt_170445 — Tue, 21 Jan 2025 15:09:28 +0000

Can Meta ads drive both short term sales and long term brand KPIs for automotive marketers?

Today's sophisticated automotive marketers want to understand the impact Meta ads have in driving both their sales and brand KPIs, using Mixed Media Modeling (MMM). To help answer this question, Meta commissioned a custom marketing mix study with Nielsen using two years of syndicated media, sales, brand consideration and favorability data across five top automakers (representing 60% of the US car market).

The goal was to understand:

How do Meta ads impact sales and brand KPIs when compared to other channels?

Which strategies within Meta ads are more efficient than others?

How do Meta ads drive both short and long term ROAS?

In this two-part study, we first quantified the impact of media in driving short term car sales and then the impact on brand metrics. The combined findings of both the Sales and Brand MMM quantify both short term and long term impact of various strategies on Meta in driving car sales.

Key findings of the study

1. Most advertisers were significantly underinvested on Meta.

Log in with your MMA membership to gain full access to member research.

Interested in becoming an MMA member? Click here.

If your company is an MMA member and you need log-in information, please email membership@mmaglobal.com.

PDF(s):

338934539_764391491999217_1539182169600116211_n.pdf

Research