Its aim is to consider the role of Advertising in electronic publishing and commerce. The long-term objective is to create an EU community of all concerned with the advertising supply chain, as the first step into an ongoing virtual community of Multimedia advertisers.
Research is focussed on four main areas.
Current Experimentation Survey Aims for an agreed definition of Multimedia in the advertising context, the identification of all key players and an agreed list of the essential data to be collected and analysed. Competitiveness and Future Business Models Examines the relationship between business competitiveness and advertising in a Multimedia context. Looks at the opportunities, problems and future business models MMA creates for Advertising Agencies. It will also note the changes in advertising delivery channels and the impact of gatekeepers and legislators. How MMA relates to electronic publishing, direct marketing and E commerce is analysed.