Whilst India’s digital promoting market continues to scale, a current report from international ad-tech platform The Commerce Desk reveals a rising disconnect between customers and digital advert experiences. In keeping with the findings, 70% of Indian customers report feeling overwhelmed by the variety of advertisements they encounter on-line, inserting India among the many high three nations globally for advert fatigue.
The insights mirror a broader problem for entrepreneurs: whereas digital media continues to supply unprecedented attain, poor advert personalisation, over-frequency, and low relevance are starting to harm effectiveness. But, even inside this panorama, the report factors to high-performing digital channels that proceed to drive robust model affect throughout consciousness, recall and engagement metrics.
CTV/OTT
Linked TV (CTV) and OTT streaming have emerged as clear winners, with 73% of Indian viewers claiming to find new manufacturers whereas streaming – far exceeding the worldwide common of 51%. Notably, 66% of respondents belief advertisements they see on these platforms, and practically 7 in 10 bear in mind the manufacturers featured, making CTV a key asset for model discovery and upper-funnel advertising and marketing.
The mixture of premium content material environments, viewers consideration, and decrease advert muddle offers streaming platforms a definite benefit in a high-fatigue market.
Streaming Audio
Streaming audio is quickly changing into one other high-impact channel, notably amongst youthful audiences. The report reveals that 71% of listeners found new manufacturers by way of audio advertisements, with a recall fee of 66%. The format’s rising relevance is amplified by the surge in podcast consumption, particularly amongst Gen Z and Millennials, opening new storytelling and engagement prospects for manufacturers.
DOOH
In a hybrid world the place digital and bodily lives blur, Digital Out-of-House (DOOH) codecs nonetheless pack a punch. Practically 47% of Indian customers report noticing DOOH media – like billboards and posters – every single day. The report positions DOOH as an important mass-reach channel that enhances digital, particularly for driving consciousness in city metros.
Gaming
Gaming is one other fast-growing medium – particularly amongst Millennials and Gen Z, with over 80% of those cohorts gaming weekly, in comparison with the nationwide common of 74%. Reward-based advert codecs are particularly efficient, with gamers displaying excessive willingness to interact with advertisements in trade for in-game perks. This makes gaming a perfect channel for immersive model storytelling and worth exchange-based promoting.
Show & On-line Video
Whereas advert fatigue is extra generally related to show and on-line video, these channels nonetheless play an important position within the mid to decrease funnel, particularly when used strategically. Amongst Millennials, 71% recall seeing show advertisements, whereas Gen Z reveals excessive affinity for on-line video, with 72% model recall throughout passive, informal shopping moments.
Regardless of the headline stat on advert fatigue, the report means that not all channels are created equal – and never all advert experiences are ineffective. In actual fact, when promoting is contextually related, well-paced, and embedded in participating content material, Indian customers stay extremely receptive.
For entrepreneurs, the trail ahead lies in rethinking omnichannel technique – leaning into high-attention platforms like CTV, audio, and gaming, and balancing scale with sensitivity to frequency, timing, and format. The way forward for digital promoting in India should still be vibrant – however just for manufacturers prepared to evolve with their audiences.
Written with the View : afaqs
