How are India’s biggest brands and influencers driving social engagement each month, and what can marketers learn from them? The IAB SEA+India x Comscore India Monthly Social Scorecard tracks the
Southeast Asia and India are redefining how marketing content gets created by moving faster than other regions to adopt generative AI tools and proving co-creation between humans and machines delivers measurable business results. Campaigns now launch in 48 hours instead of 60 days, brand compliance checks happen in seconds rather than weeks, AI business messaging empowers businesses to be more effective, and interactive experiences generate over a million engagements.
Retail media networks across Southeast Asia and India now operate across four distinct types, each delivering different data capabilities that marketers can match to campaign objectives. E-commerce marketplaces provide commerce data tracking online behaviors. Omnichannel retailers add in-store purchase signals. Superapps deliver deterministic behavioral data from mobility, payments, and food delivery. Specialist verticals in travel, property, and automotive offer high-value audience signals for consideration stage targeting.
AI tools are now helping teams generate campaigns faster than audiences can absorb them, only 30% of viewable inventory captures attention. With creative volume no longer a challenge, the question becomes how AI gets applied for better campaign results.
How are India’s biggest brands and influencers driving social engagement each month, and what can marketers learn from them? The IAB SEA+India x Comscore India Monthly Social Scorecard tracks the
Retail media measurement in Southeast Asia and India can connect the dots from first impression to final sale and beyond. Marketers can map complete funnels, set stage-specific KPIs, add third-party validation, and share data across platforms to see which upper-funnel investments drive lower-funnel results, where audiences overlap across platforms, and how trade and media budgets combine for growth.
Marketing teams across Southeast Asia and India now know campaign outcomes before launch. AI processes real-time behavioural signals to identify which users will convert, when they’ll engage, and what message will resonate. Teams predict success during activation rather than waiting for post-campaign analysis, with humans providing strategic direction while AI multiplies their capabilities.
Non-endemic brands are rapidly adopting retail media across Southeast Asia and India, drawn by the precision of first-party shopper data. Sectors from finance to government are proving that retail networks can deliver measurable outcomes and this signals retail media’s evolution into a strategy where every advertiser can achieve growth.
AI processes and connects behavioural signals to find valuable audiences, evaluates thousands of inventory sources for performance patterns and identifies which signal combinations predict campaign outcomes from awareness through consideration to purchase. The result is new growth segments and better campaign performance across seven complex markets.
Retail media fragmentation costs brands measurable growth opportunities in Southeast Asia and India. Three proven strategies – aligning trade and media teams, extending digital capabilities into traditional trade, and understanding diverse partner systems – can break down silos and create connected campaigns delivering both commercial and brand outcomes.
Southeast Asia and India are abandoning manual media buying processes which can consume hours daily for AI systems delivering measurable efficiency gains and cost reductions. The result: more relevant advertising experiences for consumers and better business outcomes for brands.
WARC’s Rica Facundo explores the “democratising” effect of creators and AI in Asia’s social commerce ecosystem and the role of brand building in feeding the machine.