{"id":1043962,"date":"2026-10-16T09:12:24","date_gmt":"2026-10-16T03:42:24","guid":{"rendered":"https:\/\/telecomlive.in\/web\/?p=1043962"},"modified":"2026-10-16T09:43:10","modified_gmt":"2026-10-16T04:13:10","slug":"flipping-the-playbook","status":"publish","type":"post","link":"https:\/\/telecomlive.in\/web\/2026\/10\/16\/flipping-the-playbook\/","title":{"rendered":"Flipping the playbook"},"content":{"rendered":"<p>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. <\/p>\n<p>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 \u2014 which essentially means that discovery,<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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 \u2014 which essentially means that discovery,<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[63,4,12],"tags":[],"class_list":["post-1043962","post","type-post","status-publish","format-standard","hentry","category-it-2-the-financial-express","category-newspapers","category-the-financial-express"],"acf":[],"_links":{"self":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts\/1043962","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/comments?post=1043962"}],"version-history":[{"count":1,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts\/1043962\/revisions"}],"predecessor-version":[{"id":1043984,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts\/1043962\/revisions\/1043984"}],"wp:attachment":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/media?parent=1043962"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/categories?post=1043962"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/tags?post=1043962"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}