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80% of advertisers plan to increase video and social ad spends in 2027: Study
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Storyboard•09-10-2026, 18:04
80% of advertisers plan to increase video and social ad spends in 2027: Study
- •A new study by Amazon Ads, MMA Global India and WPP Media reveals that 80% of advertisers plan to increase video and social ad spends by 2027.
- •While 82% of Indian advertisers aspire to execute full-funnel advertising campaigns, only 18% report being highly successful at it due to execution gaps.
- •The primary barrier to full-funnel execution is the lack of unified measurement across channels, cited by 67% of advertisers.
- •Consumer touchpoints needed to influence 80% of a purchase decision nearly doubled from 12 in 2018 to 21 in 2024.
- •Retail media is increasingly viewed as a full-funnel solution by 59% of advertisers, expanding beyond a conversion-only channel to build awareness and consideration.
Key Questions Answered
According to the industry study by Amazon Ads, MMA India, and WPP Media, 80% of advertisers plan to increase their spending on video and social or creator marketing in 2027.
About 67% of advertisers identified the lack of unified measurement across channels as the primary roadblock to full-funnel execution, while 69% noted that unified cross-channel attribution is their most needed capability.
The study found that 59% of advertisers view retail media as a full-funnel solution rather than just a conversion channel, with 47% using it to build awareness and consideration.
