Amazon-MMA-WPP Playbook: 82% Aspire to Full Funnel, 18% Succeed

Amazon Ads, MMA Global India and WPP Media have released a new playbook that puts a sharp figure on Indian advertising’s full-funnel gap: 82% of senior advertisers aspire to full-funnel execution, but only 18% say they are very successful at it.

01 · The journey has outgrown the plan

Titled From Fragmentation to One View, the playbook argues that consumer paths have become more complex while media planning has stayed channel by channel. The number of touchpoints needed to drive 80% of purchase decisions has climbed from 12 in 2018 to 21 in 2024.

In an MMA Global India survey of senior Indian advertisers, 62% named a fragmented view of consumer journeys as their biggest advertising challenge. That is well ahead of rising media costs, cited by 38%.

02 · Measurement is the missing link

The gap is not ambition, according to the findings. 67% of advertisers point to the lack of unified cross-channel measurement as their biggest obstacle, and 69% say unified cross-channel attribution is the capability they need most.

Moneka Khurana, managing director and board member at MMA India, puts it bluntly:

Full-funnel isn’t about being everywhere. It’s about making every stage of the journey work as one. 82% of advertisers aspire to full-funnel execution, yet only 18% say they are very successful at it. That tells us the gap isn’t ambition, it’s integration.

Gulshan Verma, director at Amazon Ads India, adds that brands should understand what drives outcomes, “not just measure the last click.”

03 · Retail media is no longer just conversion

The playbook records a significant shift in how Indian advertisers view retail media. About 59% now consider it a full-funnel solution, rather than a lower-funnel conversion tool alone.

WPP Media’s econometric modelling supports that view. Commerce spend drives 20–25% of offline sales impact, along with a 10–12% lift in brand awareness and an 18–20% impact on consideration.

04 · The numbers that matter

• 12 to 21 — touchpoints needed to drive 80% of purchase decisions, 2018 to 2024.
• 62% — advertisers citing fragmented journeys as their top challenge.
• 82% vs 18% — aspiration versus very successful full-funnel execution.
• 67% / 69% — measurement obstacle and the attribution capability needed.
• 20–25% — offline sales impact driven by commerce spend.

05 · A five-step framework

From Fragmentation to One View lays out a roadmap across Diagnose, Architect, Allocate, Create and Measure. It includes case studies, best practices and budget allocation guidance for FMCG, electronics, fashion and emerging sectors, alongside full-funnel measurement models built on Amazon Ads campaigns.

Source: Afaqs!

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.