With consumer journeys becoming more complex and non-linear, the role of digital is becoming more prominent across the journey. As a result, this festive season will require marketers to rethink their media strategies to succeed.

MMA has partnered with GroupM and Amazon Ads to co-author an industry whitepaper for offering a collective view on how the industry should approach the festive season this year and recommendations on winning in the upcoming festive season.

Following are a few key insights from the playbook which is based on primary research around expected consumer sentiment and the role of digital in the consumer journey :

• 35% consumer to increase their spends; however 67% shoppers will research more before spending
• ~50% of all consumers are currently researching their festive purchase
• 66% consumer journeys will involve Amazon
• 40% median ad spends on digital this festive season