Amazon Ads, in collaboration with MMA Global India and WPP Media, has launched a playbook titled 'From Fragmentation to One View' to help brands navigate India’s fragmented media landscape and build connected, measurable advertising strategies across consumer journeys.
The playbook identifies measurement as the biggest barrier to full-funnel advertising, arguing that brands need a unified view of cross-channel performance to translate their ambitions into business outcomes.
According to the report, the number of touchpoints required to drive 80% of purchase decisions nearly doubled from 12 in 2018 to 21 in 2024. Discovery, evaluation and purchase now take place across streaming, search and online shopping channels, sometimes within the same session. However, advertising continues to be planned across separate channels and measured in silos.
A survey of senior Indian advertisers conducted by MMA Global India found that 62% cited a fragmented view of consumer journeys as their biggest advertising challenge, ahead of rising media costs, identified by 38% of respondents.
The playbook also highlights a gap between advertisers’ ambitions and their ability to execute. While 82% aspire to full-funnel advertising, only 18% say they are very successful at it. Meanwhile, 67% identify the lack of unified cross-channel measurement as the biggest obstacle, while 69% say unified cross-channel attribution is the capability they need most.
The findings point to measurement and attribution as central requirements for connecting brand-building and performance marketing efforts, allowing advertisers to assess the contribution of different channels across the consumer journey.
The report also examines the changing role of retail media. According to the playbook, 59% of Indian advertisers now view retail media as a full-funnel solution rather than solely a conversion channel.
Econometric modelling by WPP Media found that commerce spending drives 20–25% of offline sales impact, alongside a 10–12% lift in brand awareness and an 18–20% impact on consideration. The findings suggest that retail media networks can contribute to both brand and performance outcomes.
To help marketers put these findings into practice, From Fragmentation to One View outlines a five-step activation framework: Diagnose, Architect, Allocate, Create and Measure. Supported by case studies and best practices, the framework includes budget allocation recommendations for FMCG, electronics, fashion and emerging categories, along with full-funnel measurement models grounded in 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 and 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.
