Ad Fatigue Hits Hard In Southeast Asia: 2 In 3 Consumers Tune Out Repetitive Ads
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.
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