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The news: Two-thirds (66%) of consumers in the Southeast Asia (SEA) region ignore repetitive ads when they are shown on a single platform, per a report from The Trade Desk. Gen Z respondents were over twice as likely (57%) to feel irritated when exposed to repetitive ads compared with other demographics. Our take: Ads often need to be repeated to boost brand recall, putting advertisers in a tricky position of balancing brand recognition while not frustrating consumers. But there are approaches marketers can take to address the fatigue issue.

The situation: Nike鈥檚 turnaround will likely take some time. In FYQ4, the company鈥檚 sales fell 12% YoY (11% on a constant-currency basis), reflecting what CFO Matthew Friend called the 鈥渓argest financial impact鈥� from the company鈥檚 reset strategy. Still, he expressed confidence that 鈥渉eadwinds will moderate from here,鈥� emphasizing Nike鈥檚 focus on execution and controlling what it can. Our take: Turning around a company the size of Nike is like trying to turn around an ocean liner in rough waters. Change takes time, especially amid headwinds like tariffs and shaky demand, and execution missteps keep dragging on performance. Nike is adjusting course鈥攍eaning back into wholesale, cleaning up its inventory, and getting more surgical with product drops鈥攂ut calm seas are still a ways off.

The trend: Instagram is gaining momentum across Asia-Pacific, fueled by India鈥檚 2020 TikTok ban and a projected 10% user growth in that market for 2025. Japan鈥檚 forecast has also climbed, with 44.4 million users expected next year. Our take: Instagram鈥檚 rise isn鈥檛 just reactive鈥攊t鈥檚 a sign of strong localization and feature depth. With TikTok facing stricter laws in Australia and Southeast Asia, Instagram鈥檚 Reels and group-channel tools position it as the more stable, advertiser-friendly option. Brands targeting APAC should reevaluate platform strategies as Instagram captures more of the region鈥檚 fast-changing digital attention.

Programmatic ad buying is undergoing a sea change: Microsoft鈥檚 DSP closure signals a smaller role for Big Tech in managing third-party ad inventory鈥攕o who will take its place?

How time spent with media, device ownership, and media adoption stacks up in South and Southeast Asia.

The Asia-Pacific retail ecommerce sector is both dynamic and volatile. While China and Japan are slowing, South Korea is growing rapidly, and emerging markets like Southeast Asia and India are showing robust growth and untapped potential.

Recent data on ecommerce in Indonesia highlights evolving patterns in online purchasing behavior, including social commerce.

Led by the Philippines and Thailand, retail and ecommerce are growing faster in Southeast Asia than Asia-Pacific overall. Southeast Asia retail ecommerce sales rebounded in 2024 with 13.4% growth, which will moderate to 9.9% in 2025. Total retail sales growth, after a similarly steep drop, will rebound to 6.1% in 2025.