SINGAPORE – As media consumption across Southeast Asia continues to fragment, a new regional study reveals a pressing concern for marketers: two out of three consumers are tuning out repetitive ads. The report, “The Untapped Opportunity of Omnichannel,” commissioned by global advertising technology leader The Trade Desk, sheds light on the growing challenge of ad fatigue and offers a strategic path forward for brands – omnichannel advertising.
The findings are striking: 66 percent of Southeast Asian consumers report ignoring repetitive advertisements served on a single channel. This trend is most pronounced in Indonesia (69%), the Philippines (67%), and Thailand (65%), with Singapore following closely at 63%. For Gen Z, digital natives with high expectations for seamless, relevant content, the annoyance is particularly acute—they are 57 percent more likely to be frustrated by repeated brand appearances on a single platform.
“As media consumption becomes increasingly fragmented, ad fatigue is emerging as a major challenge for marketers,” said Simon Morgan, Senior Vice President, The Trade Desk. “Our research shows that an omnichannel approach is far better equipped to manage frequency across channels, publishers, and platforms, while delivering a cohesive sequence of relevant messages. When campaigns are audience-first and aligned with how people actually consume media, they reduce fatigue, while driving stronger business outcomes.”
Despite rising ad fatigue, Southeast Asians remain open to relevant, well executed advertising. More than half (55 percent) say ads influence their next purchase, and that number climbs even higher in Thailand (66 percent) and Indonesia (60 percent). In fact, Southeast Asians are 1.6 times more likely to be inspired by ads when shopping online compared to their global counterparts. This is a clear signal for marketers to adopt omnichannel strategies that deliver timely, relevant messages that align with where consumers are in their purchase journey.
The Trade Desk’s new report outlines how brands can build effective omnichannel strategies, offering cross-market insights into where and how to engage audiences in the most impactful way.
Southeast Asians now engage with an average of five media environments daily, including CTV/OTT, gaming, music streaming and news platforms. With more than eight hours of media consumption per day, the challenge lies in capturing consumer attention without overexposure or redundancy. Multichannel strategies, often siloed and disconnected are no longer enough. Omnichannel campaigns, in contrast, unify digital channels into a seamless, audience-first experience.
The benefits are tangible: The Trade Desk reports that advertisers using omnichannel campaigns observed a 2.2x reduction in ad fatigue and a 1.5x increase in persuasive impact. When three or more channels are connected, purchase intent rises by 1.7x. Integrating five channels? A staggering 77 percent uplift in ROI.
Market Snapshots: Insights Across the Region
Thailand:
Thailand leads Southeast Asia in digital brand recall, especially in online video, gaming, and websites. Notably, CTV/OTT stands out as a trust-building channel. Thai consumers exposed to CTV/OTT ads are 23 percent more likely to remember the brand and 16 percent more likely to trust it than on other platforms.
Philippines:
Despite social media’s dominance, its low trust scores reduce its advertising effectiveness. In contrast, premium channels like CTV/OTT and music streaming boast 1.2x greater consumer trust. Brands looking to build emotional connections must move beyond social-first strategies and embrace a broader omnichannel mix.
Singapore:
Singaporean consumers are the most skeptical of ads in the region. However, they actively seek information from trusted media sources. Millennials, in particular, show high engagement when campaigns are delivered across multiple credible platforms, including online video and music streaming.
Indonesia:
Indonesia tops the region in ad recall at 81 percent – far above the regional average of 66 percent but struggles with consumer trust. To bridge this credibility gap, brands are urged to emphasize trusted channels like CTV/OTT and ensure consistent, high quality messaging across all platforms.
Despite the prevalence of ad fatigue, Southeast Asian consumers remain highly receptive to relevant, well-executed advertising. Over half (55%) say ads influence their next purchase, rising to 66 percent in Thailand and 60 percent in Indonesia. Moreover, consumers in the region are 1.6 times more likely than their global peers to find online ads inspiring during their shopping journey.
The message is clear: relevance, timing, and trust are the new frontiers for effective advertising in Southeast Asia. Marketers who embrace omnichannel strategies – those that reflect real user behavior and media consumption habits stand to benefit not only from reduced ad fatigue but also from elevated trust, recall and return on investment.
As brands navigate an increasingly crowded and complex digital landscape, the call to action is evident: move beyond repetition, embrace orchestration and put the consumer journey at the center of every campaign.
For more insights and access to the full report, visit The Trade Desk’s Omnichannel Edge Report 2025.
