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Between walled gardens and limitations in third-party data partnerships, the traditional Content-at-Scale (C@S) model is struggling to adapt to the reality consumers in Asia-Pacific experience — and they’re taking notice.
Findings from Omnicom Media’s proprietary Connected Content research in 2026 indicate that both ad content and delivery fall short of consumer expectations:
– One in five report that ads underperform on personal relevance.
– One in five find that the ads they are served do not fit the platform they are on.
The research sampled a total of 7,000 nationally representative respondents across seven key markets in the Asia-Pacific region.
Insights from the study were used to co-develop a Connected Content Framework with Omnicom Production, which aimed to create advertising that is moment- and platform-fit through the self-iterative orchestration of the campaign lifecycle across different advertising disciplines.
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