The news: Two-thirds (66%) of consumers in the Southeast Asia (SEA) region ignore repetitive ads when they are shown on a single platform, per a report from The Trade Desk.

Other key findings:

• Indonesian consumers were most likely to experience ad fatigue (69% of respondents), followed by the Philippines (67%) and Thailand (65%). Gen Z respondents were over twice as likely (57%) to feel irritated when exposed to repetitive ads compared with other demographics.
• While ad fatigue was consistent across the board, SEA consumers were still heavily impacted by ads. More than half stated that ads influence purchase decisions, with Thailand (66% of respondents) and Indonesia (60%) leading.
• Southeast Asians were 1.6 times more likely than the worldwide average to be influenced by ads when shopping online.

Zooming out: Ad fatigue is a global problem.

• 6 in 10 US adults are less likely to buy products or services from companies that show the same ads repeatedly, while half have decided not to purchase products from brands when they see ads too often, per Ad-ID.
• Consumers pay less attention to an ad the more they see it: 88% say overly repetitive ads make them pay less attention, while 84% say it makes them less likely to respond to the ad and 76% say it makes them less favorable to the brand, per Epsilon.

Our take: Ads often need to be repeated to boost brand recall, putting advertisers in a tricky position of balancing brand recognition while not frustrating consumers.

But there are approaches marketers can take to address the fatigue issue.

• Omnichannel strategies are most effective at reducing ad fatigue, per The Trade Desk’s study. Strategies combining multiple channels reduced fatigue by 2.2 times compared with siloed campaigns, and also increased persuasive impact 1.5 times.
• Digital fatigue is a pressing issue across generations—and a shift to traditional methods can prove valuable. Marketers can implement print marketing strategies with personalized materials and integrate with digital campaigns to combat fatigue.