A recent study conducted by The Trade Desk, a leading global advertising technology company, highlights a significant challenge for brands in Southeast Asia: ad fatigue. The report found that two-thirds of consumers in the region have become disengaged, frequently tuning out repetitive advertisements presented on a single media channel. This extensive disengagement is especially prominent in Indonesia and the Philippines, where 69% and 67% of consumers, respectively, report high levels of ad fatigue. The issue is also noteworthy in Thailand and Singapore, with similarly high rates of weariness.
The cause of this fatigue is closely linked to how people consume digital media. On average, Southeast Asian consumers spend more than eight hours daily navigating through five different media environments, ranging from connected TV and over-the-top streaming to music, gaming, news, and traditional websites. This increasingly fragmented media landscape presents a conundrum for marketers: while there are more ways to reach audiences than ever before, the lack of coordination between platforms often results in viewers being bombarded with the same ads repeatedly, ultimately causing them to tune out altogether.
Marketing Technology Insights: Empyreal Infotech Has Officially Partnered with Ohh My Brand and Blushush
Compounding the issue is the generational divide. The report notes that Gen Z is especially susceptible to frustration, being 57% more likely than other age groups to express annoyance when encountering the same brand repeatedly on a single platform. As digital natives, younger audiences expect a more seamless, personalized advertising journey—one that feels relevant without being overly repetitive.
Despite this widespread fatigue, a window of opportunity remains open for advertisers. Over half of Southeast Asian respondents acknowledge that well-timed, relevant ads influence their purchasing decisions—an effect that’s even more pronounced in markets like Thailand and Indonesia. The Trade Desk’s research underscores that advertising effectiveness can be greatly enhanced when marketers shift from siloed, multichannel strategies toward a fully integrated omnichannel approach. Unlike multichannel efforts, which often run independent strategies on separate platforms, omnichannel campaigns unify three or more digital channels, optimizing message delivery and frequency based on user media consumption. The result is a more cohesive, less intrusive brand narrative.
Marketing Technology Insights: transcosmos Develops Trans-AI Analytics in South Korea
Data from the study shows that omnichannel strategies are highly effective, reducing ad fatigue by more than half and increasing persuasive power. For instance, advertisers saw a 1.7 times boost in purchase intent when connecting three channels, and return on investment surged by 77% when campaigns spanned five integrated channels. Regional insights reinforce this trend: in Thailand, ads on connected TV and OTT platforms significantly bolstered both brand recall and trust. Meanwhile, in the Philippines and Indonesia, premium online environments, rather than social media, proved more effective in fostering strong connections. In Singapore, a population often skeptical of advertising, consumers trust platforms like connected TV, online video, and music streaming far more than social or gaming channels.
Overall, the findings suggest that as digital engagement habits evolve, brands stand to benefit most by adopting omnichannel solutions that deliver consistent, credible, and personalized messaging across a variety of trusted media touchpoints, ultimately keeping audiences engaged and receptive.
Marketing Technology Insights: OSI Digital Acquires ERP Buddies to Accelerate Global ERP Innovation
For media inquiries, you can write to our MarTech Newsroom at sudipto@intentamplify.com
