The Trade Desk Inc Unveils Study on Omnichannel Advertising in Southeast Asia, Emphasizing Need for Seamless, Personalized Experiences to Reduce Ad Fatigue and Enhance Engagement.

The Trade Desk Inc (TTD) has released a study on omnichannel advertising in Southeast Asia, revealing that 66% of consumers are disengaging from repetitive ads on single channels. The study emphasizes the need for advertisers to transition from siloed, multichannel strategies to connected, omnichannel approaches. Omnichannel strategies reduce ad fatigue by 2.2 times and increase purchase intent by 1.7 times when three channels are connected. Thailand leads in brand recall, while premium channels in the Philippines outperform social media in ad trust and effectiveness.

A recent study by The Trade Desk Inc (TTD) has shed light on the growing challenge of ad fatigue among Southeast Asian consumers. The study, released in July 2025, reveals that 66% of consumers are disengaging from repetitive ads shown on single channels, underscoring the urgent need for advertisers to transition from siloed, multichannel strategies to connected, omnichannel approaches [1].

The research, conducted in partnership with PA Consulting, surveyed 2,000 consumers across Thailand, the Philippines, Singapore, and Indonesia. The study found that consumers spend an average of eight hours a day across five media environments, making it increasingly challenging for marketers to deliver relevant ads without overwhelming audiences [1].

Ad fatigue is particularly pronounced among Gen Z consumers, who are 57% more likely to feel annoyed when the same brand appears repeatedly on a single channel [1]. To combat this, advertisers are urged to adopt omnichannel strategies that align with how consumers consume media today. These strategies unify three or more digital channels, such as mobile, display, native, video, audio, DOOH, or CTV/OTT, into a cohesive experience that optimizes message sequencing and frequency [1].

The study also highlights the effectiveness of omnichannel approaches. When three channels are connected holistically, purchase intent increases by 1.7 times compared to single-channel campaigns [2]. Furthermore, omnichannel strategies reduce ad fatigue by 2.2 times and boost persuasive impact by 1.5 times [1].

The report provides cross-market insights into where and how to engage audiences effectively. Thailand leads in brand recall, with strong recall in online video, gaming, and websites, particularly in CTV/OTT [1]. In the Philippines, premium channels like CTV/OTT and music streaming outperform social media in ad trust and effectiveness [1]. Singapore consumers are the most ad-skeptical, but they actively seek reliable information from trusted media sources, with CTV/OTT, online video, and music streaming leading in ad trust [1].

The Trade Desk's findings underscore the importance of a strategic, omnichannel approach for advertisers in Southeast Asia. By leveraging the insights from this study, marketers can better align their advertising strategies with consumer behavior, reducing ad fatigue and enhancing engagement.

References:
[1] https://www.businesswire.com/news/home/20250730174210/en/Ad-Fatigue-Hits-Hard-in-Southeast-Asia-2-in-3-Consumers-Tune-Out-Repetitive-Ads
[2] DISQO Benchmarks for The Trade Desk Campaigns, Mar 2021 – Dec 2024 | 1 channel n=94, 2 channels n=60, 3 channels n=54