Ad fatigue is escalating across Southeast Asia, pushing marketers to prioritize omnichannel advertising strategies over fragmented, repetitive campaigns. A study from advertising tech leader The Trade Desk reveals 66% of Southeast Asian consumers now ignore repeated ads on single channels.
This research, titled The Untapped Opportunity of Omnichannel, highlights the urgency to shift from multichannel to connected omnichannel advertising approaches. While both strategies use various platforms, multichannel campaigns operate in silos, lacking cohesion across channels.
In contrast, omnichannel campaigns integrate three or more digital platforms such as mobile, video, audio, CTV/OTT to deliver unified messaging.
Fragmented Media Is Driving Consumer Fatigue
Southeast Asian audiences spend over eight hours daily across five media types, including CTV/OTT, gaming, and music streaming. However, media fragmentation makes it hard for brands to engage users without causing overload or ad fatigue. Countries like Indonesia (69%), Philippines (67%), and Thailand (65%) report the highest fatigue levels. Gen Z users feel 57% more annoyed by repetitive ads, especially when shown on one platform, demanding personalized, non-repetitive content.
Simon Morgan, SVP at The Trade Desk, explained that omnichannel strategies allow better message frequency control and reduce ad fatigue significantly. Such audience-first campaigns align with how people consume content, improving relevance and boosting marketing results.
Consumer Receptiveness Creates Omnichannel Opportunities
Despite growing fatigue, Southeast Asians remain open to meaningful, well-timed ads.
About 55% admit that ads affect their purchases especially in Thailand (66%) and Indonesia (60%). Southeast Asians are also 1.6x more influenced by online ads than the global average, proving the need for smarter omnichannel advertising. Omnichannel campaigns outperform disconnected ones, cutting fatigue by 2.2x and raising persuasion by 1.5x.
The Trade Desk’s platform saw a 1.7x lift in purchase intent when advertisers connected at least three channels. Integrated campaigns across five platforms delivered a 77% higher return on investment, showing omnichannel’s impact.
Market-Specific Findings
Thailand: Leading in Brand Recall
Thai consumers show strong brand recall on platforms like online video, gaming, and CTV/OTT. Ads on CTV/OTT drive 23% higher recall and 16% more trust, solidifying its role in omnichannel advertising.
Philippines: Premium Channels Outperform Social Media
While social media dominates, premium channels like music streaming and CTV/OTT earn 1.2x more ad trust. Marketers are shifting away from social-first tactics to holistic, trusted omnichannel strategies.
Singapore: Trust is Crucial
Singaporeans are skeptical of ads, but trust platforms like CTV/OTT and music streaming. Millennials here recall brand messages better when exposed to consistent ads across multiple trusted channels.
Indonesia: High Recall, Low Trust
Indonesia tops in ad recall at 81%, yet trust remains low. Marketers must blend visibility with credibility by focusing on high-trust formats like video and CTV/OTT.
Study Methodology
The study was conducted in March 2025 by The Trade Desk and PA Consulting. It surveyed 2,000 consumers each from Thailand, Indonesia, Singapore, and the Philippines to assess their media behavior and ad preferences.
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News Source:Businesswire.com
