Published on: October 9, 2026
Mumbai, October 9th, 2026: Amazon Ads, in collaboration with MMA Global India and WPP Media, launched a comprehensive playbook, ‘From Fragmentation to One View’1, designed to help brands navigate India’s increasingly fragmented media landscape and build connected, measurable advertising strategies across consumer journeys. The playbook finds that the single biggest barrier to full-funnel execution is not budget or ambition, it is measurement. Brands that solve cross
channel measurement first will be the ones to turn full-funnel intent into business outcomes. The challenge: A fragmented consumer journey
India’s consumer journey has fundamentally changed. The number of touchpoints to drive 80% purchase decisions have nearly doubled, from 12 in 2018 to 21 in 2024. Discovery, evaluation, and purchase now happen across streaming, search, and online shopping channels, often within the same session. Yet most advertising continues to be planned in silos and measured in fragments. A survey of senior Indian advertisers conducted by MMA Global India found that 62% cite a broken view of consumer journeys as their biggest advertising challenge, ahead of rising media costs (38%).
The gap: Ambition without infrastructure
1 Digital Outlook Survey, July – August 2026, n=126
Source: Kantar consumer research, WPP Media econometric modelling, and Amazon Marketing Cloud
The playbook reveals a striking disconnect: while 82% of advertisers aspire to full-funnel execution, only 18% report being very successful at it. 67% of advertisers identify the lack of unified cross channel measurement as the biggest obstacle, and 69% say unified cross-channel attribution is the capability they need most. The symmetry between the top barrier and the top demand signals a clear industry opportunity: brands that solve cross-channel measurement first will be the ones that turn full-funnel ambition into execution.
The shift: Retail media goes full-funnel
One of the playbook’s most significant findings is the perception shift around retail media. 59% of Indian advertisers now view Retail Media as a full-funnel solution, not just a conversion tool. Econometric modelling by WPP Media confirms that commerce spend drives not only 20–25% of offline sales impact but also 10–12% of brand awareness lift and 18-20% impact on consideration, proving that Retail Media networks are now driving impact across both brand KPIs and performance measures.
The Framework: A 5-Step Activation Guide
Supported by real-life case studies and best practices, the playbook provides a practical, category adaptable five-step framework — Diagnose, Architect, Allocate, Create, and Measure — with real budget-split recommendations guidelines for FMCG, electronics, fashion, and emerging categories, and full-funnel measurement models grounded across Amazon Ads campaigns.
“Consumers move between search, streaming, browsing and shopping, creating signals of intent across every stage of their journey. Brands need a more connected view to understand what is driving outcomes, not just measure the last click. This playbook is designed to help marketers navigate that complexity. With insights from shopping, browsing and streaming, Amazon Ads helps brands build a more connected path from awareness to consideration to purchase, bringing together reach, insights and measurement to drive growth across the full funnel,” said Gulshan Verma, Director, Amazon Ads India.
“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. Brand and performance can’t run on separate scorecards, retail media can’t be boxed in as a conversion channel, and measurement can’t stop at channel metrics. The real opportunity is one connected growth system that links media investment to business outcomes. This playbook gives marketers a practical, evidence-led roadmap to build it,” said Moneka Khurana, Managing Director & Board Member, Marketing + Media Alliance (MMA) India.
“Consumers no longer experience brands through a linear funnel, and our approach to media cannot remain linear either. The opportunity for marketers is to move beyond thinking of commerce as a point of conversion and instead recognise its role across the entire growth journey, from building consideration and intent to driving action and measuring business outcomes. The next phase of media growth will come from connecting these moments, signals and investments into one coherent view of the consumer. This playbook is an important step in helping the industry make that shift — moving the full-funnel conversation from theory to practical, measurable execution,” said Sairam Ranganathan, Head of Commerce, WPP Media India.
The playbook is available for download – https://amz.ltd/4jMizHn
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