AnyMind at OMG Forward 2025: Key insights brands and marketers should know, across digital marketing, influencer marketing, and live commerce

On June 11, 2025, our team participated in OMG Forward 2025, hosted by Omnicom Media Group at Grand Hyatt Erawan Bangkok. This event served as a critical platform for marketers looking to better understand today’s “ultra-fragmented consumers” – audiences whose behaviors are increasingly diverse, complex, and difficult to categorize through traditional segmentation.

Under the theme “Cracking the Code of Ultra-Fragmented Consumers,” OMG Forward 2025 provided a unique opportunity to explore the latest industry trends through keynote sessions and panels featuring experts across disciplines, from brand strategy and content creation to data analytics and the rising role of AI in enabling more precise and efficient marketing.

Key Takeaways from OMG Forward 2025

Viewing Behavior

• Mobile is still king: In Asia-Pacific, despite having an average of 3.8 connected devices per person, over 75% own a connected TV. Mobile remains the dominant screen, especially for solo viewing. Up to 81% prefer watching videos on mobile.
• Solo vs. co-viewing: People watching alone gravitate toward mobile for its convenience. In contrast, co-viewing (watching with others) tends to happen on larger screens like TVs, making the experience more immersive.
• Heavy video consumers: Around 37% of APAC audiences watch more than six hours of online video daily, particularly in mobile-first countries like Thailand, Indonesia, and the Philippines.
• Platform choice driven by ease: Viewers prefer platforms that are easy to use and quick to access, such as YouTube. Other platforms are reserved for longer, more immersive viewing sessions when users have more time.

Advertising Effectiveness

• It’s not just about clicks, it’s about recall:Viewers are more likely to remember a brand from an ad (65%) than to click on it (52%). This shows that brand recall and emotional impact matter more than just click-through rates.
• Audiences are tired of repetitive ads: While 49% get bored with the same ad repeated, 67% say they prefer seeing diverse ads from different brands. Rotating creative content from multiple brands helps maintain viewer interest.
• The key challenge. How do you make people care and remember?: Even when an ad is seen, only 26% of viewers actually remember the brand. Visibility alone is no longer enough — ads must stand out and appear in the right context to be memorable.
• Content discovery is driven by algorithms: Between 70-75% of video content viewed isn’t actively searched, but recommended by algorithms. That means brands need to blend ads seamlessly into a personalized viewing experience to enhance engagement rather than disrupt it.

Using AI for Marketers and Brands: From Tool to Strategic Partner

Today, AI is no longer just a tool for writing ad copy or designing visuals. It’s evolving into a strategic partner for marketers. AI is becoming like a “marketing assistant” that can think alongside you, analyze situations, and help develop marketing strategies.

Agentic AI: When AI Thinks Like a Marketer

AI is no longer something that simply follows instructions. It now has the ability to understand consumer behavior, analyze complex data, and offer real-time best practice suggestions. Marketers today must learn to work with AI, not just use it. This also raises important questions: How can we use AI in a transparent and ethical way? And will consumers still trust brands that rely on AI to make decisions?

Real-Time Consumer Insight

AI helps marketers track and understand customer behavior in real time. You can instantly see changes and adjust strategies or messaging quickly and effectively.

Personalized Communication at Scale

AI can segment your audience and automatically send tailored content to each group. This helps improve message relevance, boost engagement, and increase sales, all at once.

AI Enhances Creativity

AI doesn’t replace human creativity. It helps you build on ideas, create more accurate media plans, and strengthen your brand with data-backed insights.

Let AI Handle the Complex Tasks

What used to take days of planning can now be done faster. AI can analyze data and deliver campaigns aligned with customer behavior instantly, saving both time and effort.

Use AI Responsibly and Smartly

As AI takes on a bigger role, marketers and brands must take on more responsibility, especially around ethics, transparency, and customer privacy. Trust remains one of the most valuable assets a brand can build.

OMG Forward 2025 underscored the importance of understanding modern consumers through data and technology, and how brands must adapt quickly to a fast-changing world to build meaningful and effective connections with digital-first audiences.

AnyMind at OMG Forward 2025: Driving Innovation at Our Booth

At the event, we also showcased our cutting-edge technology and all-in-one solutions for modern marketers and brands. Our booth featured innovations that combine AI and data to help businesses grow in the digital age, including:

• Influencer Marketing Solution: Through platforms like AnyTag and AnyCreator, brands can manage and measure influencer campaigns with high precision. With AI integration and real-time data, campaigns are optimized for maximum success.
• Digital Marketing Solution: Powered by AnyDigital, this solution supports campaigns across both web and mobile apps, helping brands enhance targeting and audience engagement with high accuracy.
• Live Commerce: We offer tools for selling via live streaming, whether with real hosts in a full-service studio or with AI-generated virtual hosts through our platform AnyLive. With AI, brands can now livestream around the clock, especially during off-peak times, and expand their reach more efficiently.

These solutions reflect AnyMind’s commitment to being a strategic partner for brands and marketers looking to embrace change and maximize the power of technology to craft personalized, relevant experiences for today’s consumers.

If you’re a brand or marketer looking for new ways to reach today’s digital consumers and step into a new era of data- and technology-driven marketing

Whether it’s influencer marketing, advertising on websites or mobile apps, or even AI-powered live commerce, let us be your partner in driving business growth in today’s evolving marketing landscape.

Get in touch with our experts to learn more: https://anymindgroup.com/th/contact/