According to a report by The Trade Desk, seven in ten Indian consumers are fed up with seeing the same ads. This statistic is higher than the global average of 68%, putting India among the top three countries globally for ad fatigue, just behind the US and Australia.

Titled 'The Untapped Opportunity of Omnichannel', the study argues that brands in India must urgently move beyond siloed, single-channel advertising to stay relevant.

The report, based on a nationwide survey of 2,000 consumers, reveals a growing intolerance for repetitive messaging and a preference for connected experiences across digital media.

These findings are crucial as Indians today spend around nine hours a day across an average of 5.4 different media channels.

Thus, according to the report, the old formula of running the same creative on repeat no longer works, especially in such a fragmented media environment. However, many brands still rely on disconnected multichannel approaches that fail to communicate coherently or optimise for user behaviour.

By contrast, omnichannel strategies reduce fatigue by 2.2 times but also make ads 1.5 times more persuasive. 

Other highlights from the report:

• 70% of Indian consumers remember brands better when advertised across multiple channels, and 66% feel more positive when the messaging is consistent across those channels.
• 73% of Indian viewers discover new brands while streaming, making CTV/OTT a critical channel for top-of-funnel impact.
• 47% of Indians notice billboards and posters every day; 70% at least once a week, which stands as proof that physical formats remain relevant in a digital strategy.
• 77% of millennials say they discover new brands through streaming audio, with Gen Z heavily tuning into podcasts and music platforms.
• 81% of millennials and Gen Z game weekly. In-game ad placements, especially those offering rewards, are increasingly accepted and remembered.
• 72% of Gen Z recall brands seen in online video; 63% of all consumers use display ads as inspiration while shopping online.

Tejinder Gill, managing director, The Trade Desk, said, "While media fragmentation poses a real challenge, our research shows that brands that embrace it through an omnichannel approach can better manage frequency across channels, publishers, and platforms. By placing the audience at the centre and aligning with how they consume media, omnichannel campaigns not only improve the ad experience but also drive stronger brand outcomes.”