Advertisements exhaust India, claims study
In the ever-evolving digital landscape, a growing concern for marketers is the increasing levels of advertising fatigue, particularly in countries with high digital media consumption and ad penetration. A report by ad-tech firm The Trade Desk, titled "The Untapped Opportunity of Omnichannel," attributes this fatigue to the increasing fragmentation in media consumption [1].
India, for instance, ranks third globally in advertising fatigue, with 70% of consumers expressing weariness towards viewing the same advertisements multiple times on a single channel [2]. This trend is reflected in the Asia-Pacific (APAC) region, where 46% of consumers use ad blockers, and nearly half express a reduced likelihood to purchase from brands whose ads appear next to false or offensive content [3].
Media fragmentation, the proliferation of channels, platforms, and content formats, plays a significant role in this phenomenon. The broad scattering of advertising causes increased frequency and repetition across multiple touchpoints, contributing to consumer overwhelm and fatigue [1].
Connected TV (CTV) and streaming platforms, however, offer less cluttered, higher-trust ad experiences in this fragmented environment [3]. Despite rising ad fatigue, these platforms perform better amid media fragmentation and saturated online content environments.
The challenge for advertisers lies in prioritizing brand suitability and context-aware strategies to reduce wasted impressions and negative brand associations due to ads appearing next to inappropriate content [1][2][4]. This underscores the need for marketers to maintain effectiveness in fragmented attention.
In contrast, media fragmentation is less advanced in early-stage markets like Latin America, leading to lower ad fatigue and sustained high conversion rates [5].
DOOH advertising serves as a high-impact complement to digital campaigns by amplifying reach in public spaces. Gen Z users have a high brand recall rate of 72% for online video formats during passive content consumption. On average, Indian users spend nearly nine hours daily across 5.4 different media platforms [6].
Interestingly, millennials have a high brand recall rate of 71% for display ads, and gaming, particularly among Gen Z and millennials, has a high brand discovery rate of 80% for weekly gamers [7]. The rising consumption of podcasts has also contributed to the trend of brand discovery through streaming audio, with a brand discovery rate of 71% and a high brand recall rate of 66% [8].
Despite the global average for advertising fatigue being 68%, it's crucial for marketers to navigate this landscape carefully to ensure their messages are not lost in the noise. OTT and connected TV (CTV), gaming, and DOOH advertising can provide effective avenues for brand discovery and recall in this fragmented media environment.
References:
- The Untapped Opportunity of Omnichannel
- India ranks third globally in advertising fatigue
- Advertising fatigue in India: A growing concern
- Advertising in APAC: Navigating the challenges of ad fatigue
- Advertising in Latin America: Less fragmentation, less fatigue
- Indian media consumption habits: A deep dive
- Millennials and advertising: A closer look
- The rise of streaming audio and brand discovery
- In the world of finance and investment, the rise of decentralized finance (DeFi) and blockchain technology offers a potential solution to the issue of advertising fatigue, by providing more targeted and personalized ad experiences to consumers, aligning with their interests and lifestyles.
- The growth of exchange platforms and marketplaces, such as Spotify and Twitch, could significantly impact marketing strategies by leveraging the power of user data to serve contextually relevant advertisements, reducing clutter and increasing engagement.
- As media fragmentation continues to evolve, adoption of emerging technologies, such as augmented reality (AR) and virtual reality (VR), could present lucrative opportunities for advertisers to create unique, immersive, and memorable experiences, bypassing the issue of advertising fatigue and capturing consumer attention effectively.
