India ranks third globally, with 70% of consumers overwhelmed by online ads
As India’s digital advertising market continues to expand, a new report from global ad-tech platform The Trade Desk highlights a growing concern: ad fatigue. According to the study, 70% of Indian consumers feel overwhelmed by the number of ads they encounter online-placing India among the top three countries globally in terms of advertising fatigue.
The findings point to a widening gap between digital reach and consumer experience. Overexposure, poor personalisation, and low relevance are eroding ad effectiveness. Yet, the report also identifies specific digital channels that continue to deliver strong results in brand awareness, recall, and engagement.
CTV/OTT
Connected TV (CTV) and OTT platforms have emerged as standout performers. About 73% of Indian viewers report discovering new brands while streaming-significantly higher than the global average of 51%. Furthermore, 66% of respondents trust ads on these platforms, with nearly 70% recalling the featured brands. Premium content, attentive audiences, and lower ad clutter make CTV a powerful tool for upper-funnel brand marketing.
Streaming Audio
Streaming audio is gaining momentum, particularly among younger audiences. The report shows that 71% of listeners have discovered new brands through audio ads, with a recall rate of 66%. The rise in podcast consumption, especially among Gen Z and Millennials, enhances the format’s value, offering new avenues for immersive and story-driven brand messaging.
Digital Out-of-Home (DOOH)
In a world where digital and physical spaces are increasingly integrated, DOOH formats continue to hold strong. Nearly 47% of Indian consumers report noticing DOOH placements-such as digital billboards and posters daily. The report positions DOOH as a critical mass-reach medium, particularly in urban markets, complementing digital efforts by boosting brand visibility.
Gaming
Gaming stands out as a fast-growing channel, especially among Gen Z and Millennials. Over 80% of these groups engage in gaming weekly, compared to the national average of 74%. Reward-based ad formats perform especially well, as players are open to engaging with ads in exchange for in-game benefits. This creates a highly interactive space for brand storytelling and value-driven advertising.
Display & Online Video
While display and online video are often linked to ad fatigue, they still hold value in mid- to lower-funnel strategies. Among Millennials, 71% recall seeing display ads, while Gen Z shows strong recall for online video content, particularly during casual browsing sessions. Strategic use of these formats-when targeted and relevant-can still yield measurable results.
Despite the overall concern around ad fatigue, the report emphasises that not all ad experiences are ineffective. When ads are contextually relevant, well-timed, and integrated into engaging content, Indian audiences remain receptive.
For marketers, the opportunity lies in evolving their omnichannel approach-prioritising high-engagement platforms like CTV, streaming audio, and gaming, while managing frequency and creative relevance across formats. The future of digital advertising in India remains promising-for brands willing to adapt to changing viewer expectations.
