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80% of Indian advertisers plan higher video and social spend in 2027; retail media follows at 55%, MMA Global India survey finds
A MMA Global India survey found 82% of Indian advertisers are not fully executing full-funnel strategies, while 80% plan to increase spending on video and on social or creator marketing in 2027. Retail media follows at 55%.
Channel facts
Figures from Social Samosa,
| Respondents wanting unified cross-channel attribution: | 69% |
|---|---|
| Respondents citing fragmented consumer journeys as a challenge: | 62% |
| Respondents viewing retail media as a full-funnel solution: | 59% |
| Survey respondents: | 126 |
What it means for online and offline
Because 82% of advertisers are not fully executing full-funnel strategies and 69% want unified cross-channel attribution, measurement and attribution capabilities look like the most obvious partnership or acquisition area to screen.
Signals to track
- A major retail media network announcing a standardised or third-party-verified cross-channel measurement offering
- Advertiser or agency commentary showing retail media budget lines moving from test to core in 2027 plans
- Social and video platforms launching shoppable or closed-loop sales attribution products aimed at brands
- Follow-up industry data showing the share of advertisers executing full-funnel strategies rising from the current 18%
- Evidence of planned 2027 increases being scaled back, especially for retail media
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Retail media networks are likely to answer the attribution complaint by pitching closed-loop, cross-channel measurement and positioning themselves as full-funnel rather than purely bottom-of-funnel.
- Large advertisers are likely to run 2027 plans that raise video and social or creator budgets first, and to attach measurement conditions to any retail media increase.
- Agencies and measurement vendors may package unified cross-channel attribution products to meet the 69% of advertisers asking for it.
- Social and video platforms may defend share by bundling shoppable formats and creator commerce tools that blur the line with retail media.
- MMA Global India is likely to turn the 126-respondent survey into follow-up frameworks or working groups on full-funnel execution and attribution.