As Bangladesh's digital marketing landscape evolves, advertisers grapple with audience engagement, ad fatigue, and conversion effectiveness.

At a roundtable organised by ChutneyAds by Digitspark, a PriyoShop initiative, in collaboration with The Daily Star, industry experts discussed emerging trends and the role of Digital Out-of-Home (DOOH) advertising in keeping brands ahead.

Moderated by PriyoShop CEO Asikul Alam Khan, the panel featured Razy Shah and Dhawal Shah, co-founders of ChutneyAds and CG Ventures (Singapore), along with leading digital marketing professionals, industry leaders, and academia: Laila Farzana (Unilever), A B M Jabed Sultan (Prothom Alo), Ibrahim Khalil (T.K. Group), Ibrahim Khalil (Shah Cement), Raisa Tarannum Hashib (Grameenphone), Mohammed Mahib Ullah (LankaBangla Finance PLC.), Dipty Mandal (PriyoShop), Drabir Alam (We Are X), Ruhul Amin Rony (Industry Expert), Md. Kamruzzaman Didar (Daffodil University), Galib Bin Mohammad (Industry Expert), Md. Rakibul Hasan (Mediacom), Md. Shahriar (Akij Bashir Group), Nawshad Ali Tanim (Jatri Service Limited), Syed Rayhan Tarique (Prime Bank), Mohammad Ridhwanul Haq (IBA, Dhaka University), and Lutfi Chowdhury (Adfinix).

The Problem: Ad Fatigue, Avoidance, and Engagement Gaps

While global digital marketing shifts toward personalization, 70-80% of social media users in Bangladesh skip ads, and 12.79% use ad blockers. Marketers struggle to convert online interactions into sales, particularly in FMCG, finance, and retail sectors.

"As marketers, we operate in an era of unprecedented challenges," said Khan. "DOOH at mom-and-pop shops is a game-changer, reaching customers at the point of retail transactions."

Drabir Alam (We Are X) highlighted consumer resistance: "We live in an attention economy—users are bombarded with ads every second. Success lies in organic engagement, not force-fed advertising. Brands that seamlessly integrate into consumers' daily lives will win."

ABM Jabed Sultan (Prothom Alo) emphasized ROI measurement challenges: "Limited reach and difficulty in measuring true ROI hinder digital advertising's effectiveness, particularly in traditional retail. Accessibility, media saturation, and the need for contextual ads and interactivity must be addressed."

Raisa Tarannum Hashib (Grameenphone) called for a strategic shift: "We must move beyond traditional TVCs and foster consumer conversations. Understanding behavior, creating authentic content, and using simple engagement cues—tailored to regional nuances—are key. DOOH can deepen engagement where digital penetration is lower."

Ruhul Amin Rony (Industry Expert) stressed ROI-driven marketing: "Bangladesh's digital space is growing, but the real challenge is measuring effectiveness. Brands that track and optimize digital investments for tangible returns will lead the future."

Bridging Digital Success with Offline Sales in Traditional Retail

With 98% of Bangladesh's retail transactions occurring in traditional shops, visibility remains a struggle. Limited shelf space makes consumer engagement difficult.

Laila Farzana (Unilever) noted, "A staggering 99% of FMCG's total business is driven by general trade. However, showcasing new offers is tough due to shelf limitations. Retailers prioritize fast-moving items, leaving little room for innovation. DOOH can bridge this gap, providing visibility for new launches and promotions."

Md. Ibrahim Khalil (T.K. Group) added, "The challenge is integrating digital advertising with real-world sales. Traditional retail remains the backbone of commerce, yet brand communication is fragmented."

Galib Bin Mohammad (Industry Expert) pointed out, "Digital marketing has evolved, but likes and shares don't guarantee foot traffic to retail stores. Until we close this loop, digital success remains a mystery for retailers."

Md. Ibrahim Khalil (Shah Cement) shared his strategy: "Our objective is awareness. We use platforms from wall paint ads to LED displays, but consumer interaction remains a challenge. Interactive DOOH can enhance engagement, and we plan to leverage it more."

The Rise of DOOH Advertising

As digital ads face growing resistance, DOOH offers high-impact visibility and measurable engagement. Unlike online ads, DOOH cannot be blocked or skipped, making it effective in high-traffic areas.

"Short-form videos, AI-driven targeting, and contextual marketing define the future of digital ads," said Dhawal Shah (ChutneyAds). "DOOH presents an alternative that enhances brand recall."

Rakibul Hasan (Mediacom) added, "Consumer-centric marketing is key. DOOH, when combined with programmatic advertising, can solve the engagement gap and provide valuable insights."

Md. Shahriar Zaman (Akij Bashir Group) emphasized targeted advertising: "DOOH enables real-time ad testing and adaptation, improving effectiveness." Md. Nawshad Ali Tanim (Jatri Service Ltd.) noted, "Hyper-personalized, location-based ads significantly boost engagement."

ChutneyAds: Pioneering DOOH in Bangladesh

Recognising DOOH's potential, PriyoShop launched ChutneyAds to place vertical digital displays inside retail shops, playing short promotional videos. "Small retail shops struggle with engagement," said Dipty Mandal (PriyoShop). "ChutneyAds helps brands enhance visibility where purchases happen."

By integrating AI-driven analytics and consumer behavior insights, ChutneyAds aims to revolutionize Bangladesh's advertising landscape.

Recommendations for Bangladesh's Advertising Future

"DOOH will thrive if brands move beyond data overload to meaningful measurement," said Razy Shah (ChutneyAds).

Lutfi Chowdhury (Adfinix) emphasized, "AI can enhance programmatic advertising, but relevance must outweigh mass exposure."

"A disconnect between academia and industry persists," said Md. Kamruzzaman Didar (Daffodil University). "Investing in business analytics education is essential."

Adapting Financial Marketing: "Loans and credit cards lack engaging content," said Mohammed Mahib Ullah (LankaBangla Finance PLC). "DOOH offers a way to capture attention effectively."

The Road Ahead

Bangladesh's advertising industry is entering a new era of innovation. As digital fatigue rises, brands must embrace DOOH, AI-powered analytics, and omnichannel engagement to stay competitive.

The takeaway is clear: Digital transformation, DOOH, and authentic consumer-driven marketing are key to the future of advertising in Bangladesh.