Flipping the playbook

According to a marketing playbook launched recently by Amazon Ads, MMA Global and WPP Media, the number of consumer touchpoints that drive 80% of purchase decisions have nearly doubled from 12 in 2018 to 21 in 2024. Around 59% of marketers surveyed by MMA Global India said they now view retail media as a full-funnel channel.

With the media ecosystem becoming increasingly fragmented, advertisers are now devising strategies that deliver measurable outcomes usually in the form of sales or revenue uptick. Willy-nilly they are increasingly looking at retail media as a full-funnel channel — which essentially means that discovery,