Amazon Ads, MMA Global India and WPP Media have launched a playbook titled “From Fragmentation to One View”. It aims to help Indian brands build connected, measurable advertising strategies across the entire consumer journey, and it names cross-channel measurement as the biggest barrier to full-funnel success.
The need is clear. The number of touchpoints driving 80% of purchase decisions has nearly doubled, from 12 in 2018 to 21 in 2024, as consumers move between streaming, search and online shopping. Yet most advertising is still planned and measured in silos. In an MMA Global India survey, 62% of senior advertisers called a fragmented view of the consumer journey their top challenge, ahead of rising media costs at 38%.
The gap between intent and execution is wide. While 82% of advertisers aspire to full-funnel execution, only 18% say they are very successful at it. Some 67% point to the lack of unified cross-channel measurement as their biggest obstacle, and 69% say unified attribution is the capability they need most. Perceptions of retail media are shifting too, with 59% now seeing it as a full-funnel solution rather than just a conversion tool. WPP Media’s modelling found that commerce spend drives 20-25% of offline sales impact, a 10-12% lift in brand awareness and an 18-20% impact on consideration.
The playbook offers a five-step framework: Diagnose, Architect, Allocate, Create and Measure. It adds case studies, best practices, budget guidelines for FMCG, electronics, fashion and emerging sectors, and measurement models based on Amazon Ads campaigns. Industry leaders say the shift is from linear thinking to one connected growth system that links media investment to business outcomes.
