SINGAPORE, July 31 (Bernama-BUSINESS WIRE) — A new study by global advertising technology leader The Trade Desk (Nasdaq: TTD) reveals that 66 percent of Southeast Asian consumers are tuning out repetitive ads shown on a single channel. The findings in the study “The Untapped Opportunity of Omnichannel” underscore the urgent need for advertisers to move away from siloed, multichannel strategies and adopt connected, omnichannel approaches that align with how consumers actually engage with media today.
The study looked at the difference between omnichannel campaigns and multichannel campaigns and their impact to the consumer experience and engagement. While both approaches use multiple channels, the distinction lies in execution. Multichannel campaigns often operate in silos with separate strategies across different platforms. In contrast, omnichannel campaigns unify three or more digital channels (such as mobile, display, native, video, audio, DOOH, or CTV/OTT) into a connected experience that optimizes message sequencing and frequency based on how users consume media.