A new study by The Trade Desk (Nasdaq: TTD) titled, ‘The Untapped Opportunity of Omnichannel,’ reveals that an overwhelming 70 percent of Indian consumers are tired of seeing the same ads repeatedly on a single channel. The findings underscore the urgent need for brands to adopt omnichannel strategies to combat the escalating ad fatigue in India.
According to the report, India now ranks third globally in ad fatigue, trailing only the United States and Australia, surpassing the global average of 68 percent. With users in India spending about nine hours a day across an average of 5.4 media channels including OTT/CTV, streaming music, news and websites, gaming and more, fragmentation has become a key hurdle for modern marketers.
“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,” said Tejinder Gill, Managing Director, The Trade Desk. “By placing the audience at the center and aligning with how they actually consume media, omnichannel campaigns not only improve the ad experience but also drive stronger brand outcomes.”
The study draws a distinction between omnichannel and multichannel advertising strategies and their impact on consumer 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 OTT/CTV) into a connected experience that optimizes message sequencing and frequency based on how users consume media.
Recent studies reveal that omnichannel approaches significantly outperform disconnected media strategies, reducing ad fatigue by 2.2 times and boosting persuasive impact by 1.5 times. Additionally, advertisers leveraging The Trade Desk’s platform for omnichannel campaigns saw a 1.7 times increase in purchase intent when three channels are connected holistically. The impact of strategic alignment across channels on the open internet is further validated by findings showing a 77 percent uplift in return on investment when five channels are integrated.
The report also highlights the unique strengths of each channel, providing a roadmap for brands and agencies seeking to build effective omnichannel plans:
- CTV/OTT: With 73 percent of Indian viewers discovering new brands while streaming, significantly above the global average of 51 percent, CTV/OTT stands out as a leading channel for brand discovery. Two-thirds (66 percent) of consumers trust the ads they see on these channels, with a similar share (69 percent) recalling the brands featured. This powerful combination of discovery, credibility, and emotional storytelling positions CTV/OTT as a cornerstone of any omnichannel strategy.
Streaming Audio: Provides a unique opportunity to reach audiences in moments few other media can, whether they’re starting their day or seeking background companionship. It is quickly emerging as a high-impact channel for both brand discovery (71 percent) and recall (66 percent), rapidly closing the gap with CTV/OTT. The rising popularity of podcasts, especially among Gen Z and Millennials, further expands the advertising potential for brands.- Digital Out-of-Home (DOOH): As a high-frequency, low-intrusion format, DOOH plays a key role in upper funnel brand-building. Nearly half (47 percent) of Indian consumers notice DOOH formats such as billboards and posters on a daily basis. This makes DOOH a vital complement to digital campaigns, driving mass awareness at scale.
- Gaming: No longer a niche, gaming is now a mainstream channel across age groups. Over 80 percent of Millennials and Gen Zers play games weekly, higher than the country average of 74 percent. Most gamers are receptive to ads in exchange for in-game rewards, with Millennials being most receptive. As part of an omnichannel mix, gaming offers immersive, value-driven ad experiences that foster deeper brand engagement.
- Display & Online Video: Display advertising excels at mid-funnel reinforcement, particularly among Millennials, 71 percent of whom recall display ads. Online video, by contrast, thrives in laid-back, passive moments like casual browsing and proves especially effective with Gen Z, with 72 percent recalling brands seen in this format. Together, these channels allow brands to strategically tailor campaigns by generation and funnel stage, balancing reach and relevance in a holistic omnichannel approach.
The full report is available for download here.
Methodology
The research was carried out by The Trade Desk in March 2025, in partnership with PA Consulting, through a quantitative survey of 2,000 Indian consumers to understand their needs and channel choices across different media moments and mindsets.
