Why Southeast Asia’s Consumers Are Tuning Out Ads—and How Marketers Can Win Them Back
A new study from The Trade Desk is sending a clear warning to digital advertisers in Southeast Asia: repetition kills engagement. According to its latest report, “The Untapped Opportunity of Omnichannel,” a striking 66% of consumers in the region are actively ignoring ads they see too often on the same channel.
The cause? Fragmented media habits, multichannel ad overload, and a rising intolerance for irrelevant or repetitive messaging—especially among Gen Z. The solution? Not just “more channels,” but smarter integration across them.
Multichannel vs. Omnichannel: It’s Not Just Semantics
Both strategies use multiple platforms—but only omnichannel aligns messaging, frequency, and user context across devices and formats. Where multichannel campaigns often run in silos, omnichannel strategies synchronize everything—CTV/OTT, mobile, display, video, audio, native, DOOH—to deliver a connected, adaptive user experience.
And that’s not just a theoretical improvement. The Trade Desk reports that omnichannel campaigns:
- Reduce ad fatigue by 2.2x
- Boost persuasive impact by 1.5x
- Increase ROI by up to 77% when five channels are integrated
- Raise purchase intent 1.7x when three channels are used holistically
Ad Fatigue Is Real—and Growing
Southeast Asians are spending over eight hours daily across five or more media environments, from music streaming to gaming to CTV/OTT. That fractured attention span is creating a perfect storm of overexposure and underperformance in ad delivery.
The countries most impacted by ad fatigue:
- Indonesia (69%)
- Philippines (67%)
- Thailand (65%)
- Singapore (63%)
The effects are even more acute for Gen Z, who are 57% more likely to feel annoyed when they encounter the same brand repeatedly on a single channel. As digital natives, they expect seamless, relevant, and non-redundant experiences—across every screen.
The Good News? Consumers Still Respond to Good Ads
Despite the saturation, Southeast Asian audiences remain receptive to well-executed advertising.
- 55% say ads influence their next purchase
- 66% in Thailand and 60% in Indonesia report high ad-driven purchase behavior
- They are 1.6x more likely than global averages to be inspired by ads when shopping online
This presents a critical opportunity for marketers to shift from volume to precision—adopting omnichannel strategies that match where consumers are in their buying journey with what they’re actually watching or doing.
Local Insights: Where Omnichannel Gains the Edge
Thailand: Brand Recall Powerhouse
Thai consumers excel at remembering brand messages—especially on CTV/OTT, online video, and gaming. Ads on CTV/OTT lead to 23% higher brand recall and 16% more trust than other formats, making it a central pillar in any omnichannel strategy.
Philippines: Premium Channels Trump Social
Social media may dominate attention, but trust? Not so much. Consumers in the Philippines trust ads 1.2x more on platforms like CTV/OTT and music streaming compared to social platforms. For deeper brand connections, premium channels are outperforming.
Singapore: Trust Is the Dealbreaker
With the region’s highest ad skepticism, Singapore’s audiences rely heavily on trusted environments like CTV/OTT, music streaming, and online video. Millennials, in particular, respond well when these channels are combined in consistent, multi-touch messaging.
Indonesia: High Recall, Low Trust
Indonesia tops the charts in ad recall (81%) but lags in brand trust—highlighting the need to match visibility with credibility. High-impact formats like CTV/OTT and video can bridge this gap if paired with consistent, cross-platform narratives.
What This Means for Marketers
The message is loud and clear: Fragmented, repetitive campaigns are costing brands attention and trust. In an era of hyper-targeted media and soaring user expectations, marketers must shift from scattershot placements to orchestrated storytelling across multiple touchpoints.
“When campaigns are audience-first and aligned with how people actually consume media,” said Simon Morgan, SVP at The Trade Desk, “they reduce fatigue while driving stronger business outcomes.”
That’s not just strategic—it’s essential.
