Indian brands now demand ROI guarantees on every ad spend, says WPP Media's Priti Murthy
WPP Media's South Asia client solutions head says inflation is pushing advertisers to seek ROI-guaranteed spends. FMCG budgets stay conservative but steady, while the festive season remains the biggest bet with strong H2 momentum expected in consumer durables and automobiles.
What happened
WPP Media's Priti Murthy says Indian brands now demand ROI-guaranteed ad spends amid inflation. FMCG spend stays conservative but continues; festive season is
Why this matters
The advertiser pivot to ROI accountability makes performance-measurement and attribution capabilities attractive acquisition targets, especially those tied to FMCG, durables, and auto verticals with H2 momentum.
What to watch
- Q3/festive ad-spend growth data for durables and autos
- WPP/holdco commentary on outcome-based contract adoption rates
- FMCG quarterly ad-to-sales ratios signaling budget discipline
- Inflation/CPI prints affecting discretionary category demand
- Retail-media revenue disclosures from platforms and e-commerce players
- Agencies pitch guaranteed-ROI/outcome-based contracts with embedded measurement dashboards
- Media owners expand retail-media and commerce-linked inventory to offer trackable attribution
- Brands reallocate H1 experimental budgets into concentrated festive-season buys
- Investment in MMM (marketing mix modeling) and clean-room attribution tooling rises
- Consumer durables and auto marketers lock premium festive placements early