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Full-funnel media planning – perspectives from global media leads
Improving measurement and attribution across the customer journey is the top benefit behind full funnel strategies.
Article details
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WFA
Survey
19 November 2025
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WFA surveyed senior media leaders to gather perspectives on developing, executing and measuring the impact of their full-funnel media strategy.
The survey found 90% were at a very early stage of integrating media investments across the full customer journey and 32% were still evolving or testing different frameworks and approaches.
A quarter (26%) were using the traditional framework of going from awareness to consideration and conversion but just 11% had an integrated team.
The survey also unpacks budget splits across different parts of the funnel, brand and performance, as well as the main drivers behind brands’ investment approach.
WFA members can download the results through this link.
Article details
-
WFA
Survey
19 November 2025
