Kuala lumpur: A new study by global advertising technology company, The Trade Desk (TTD) has revealed that 66 per cent of consumers in Southeast Asia are disengaging from repetitive advertisements (ads) shown on a single channel.
According to BERNAMA News Agency, the study, titled ‘The Untapped Opportunity of Omnichannel’, emphasizes the urgent need for marketers to transition from siloed multichannel strategies to a connected, omnichannel approach. This shift is crucial to align with changing consumer media habits.
The study indicates that consumers in the region spend over eight hours daily across five key media environments. These include digital-out-of-home (DOOH), connected TV/over-the-top (CTV/OTT), music streaming, gaming, news, and websites. The fragmentation of media consumption is leading to widespread ad fatigue, with Indonesia and the Philippines showing the highest levels.
The impact of ad fatigue is particularly notable among Gen Z audiences, who are significantly more likely to be irritated by repetitive ads on a single platform. As digital natives, they expect advertising to be seamless and varied across different digital touchpoints.
Despite the growing weariness, Southeast Asian consumers are still receptive to timely and relevant advertising. More than half of the respondents indicated that ads influence their purchasing decisions, with higher figures reported in Thailand and Indonesia.
The study further reveals that omnichannel campaigns outperform fragmented strategies, reducing ad fatigue and increasing persuasive impact. Advertisers using TTD’s platform observed a significant increase in purchase intent and a notable uplift in return on investment when multiple digital channels were connected.
In Thailand, strong brand recall was noted across digital platforms, especially in online video, gaming, and websites. In the Philippines, social media remains dominant but suffers from lower consumer trust. Singaporean consumers continue to seek reliable information through trusted media environments, while Indonesia recorded the highest ad recall rate but faced a significant trust gap.
The findings suggest that advertisers must focus on ensuring consistency, credibility, and high-quality formats, particularly in video and CTV/OTT, to bridge the trust gap. The research was conducted by TTD, in collaboration with PA Consulting, through a survey of 2,000 consumers each from Thailand, the Philippines, Singapore, and Indonesia.