Digital
70 per cent of consumers tune out repetitive ads: Trade Desk report
MUMBAI: A new study by global advertising technology leader, The Trade Desk (Nasdaq: TTD) titled, “The Untapped Opportunity of Omnichannel,” reveals that an overwhelming 70 per cent 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 The Trade Desk managing director, Tejinder Gill. “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 siloswithseparate 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 studiesreveal 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 whenthree channels are connected holistically. The impact of strategic alignment across channels on the open internet is further validated by findings showing a 77 per cent 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 per cent of Indian viewers discovering new brands while streaming, significantly above the global average of 51 per cent, CTV/OTT stands out as a leading channel for brand discovery. Two-thirds (66 per cent) of consumers trust the ads they see on these channels, with a similar share (69 per cent) 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 per cent) and recall (66 per cent), 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 playgames weekly, higher than the country average of 74 per cent. 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 per cent 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 per cent 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.
Digital
BSE revamps website with real-time data, mobile-first design, smart search
New platform brings cleaner layout, live market trackers and easier navigation
MUMBAI: BSE has rolled out a major redesign of its official website, aiming to make market data faster to access and easier to navigate for both seasoned traders and new-age retail investors.
The updated platform introduces a cleaner, more modern interface, replacing the earlier dense and text-heavy layout with a streamlined design. Navigation has been simplified with clearly segmented menus across markets, corporates, public issues, members, investment advisers and research analysts, helping users find information without the usual maze of links.
At the top, a refreshed header now offers quick access to notices, media releases, trading holidays and career updates. A centralised search bar allows users to instantly locate securities using names, codes, IDs or ISINs, cutting down the time spent digging through pages. For those still attached to the old layout, a dedicated toggle lets users switch back during the transition period.
A key highlight of the revamp is the sharper focus on real-time market data. A live ticker band now runs across the site, offering updates on indices including the SENSEX and BANKEX, alongside pre-open market signals. The homepage also features interactive charts, giving users a quick visual read of market trends without needing to navigate deeper.
Market activity sections such as top gainers, losers, turnover stocks and block deals have been reorganised into tabbed formats, making them more intuitive and easier to scan. Meanwhile, specialised areas like index derivatives and corporate data have been upgraded with better visualisation tools, offering clearer insights into contracts, turnover, open interest and company fundamentals.
The overhaul also reflects a strong mobile-first approach. With a growing number of investors tracking markets on their phones, the new site is fully responsive, ensuring charts and data tables remain readable and interactive across devices.
With this redesign, BSE appears to be aligning its digital presence with the needs of a more tech-savvy investor base, where speed, clarity and usability are just as critical as the data itself.
