Mediacorp's Jacqui Lim on the gap between what marketers know works - broad, omnichannel strategies - and what they actually do (defaulting to the same narrow, easy-to-measure performance channels) and what they need to do to address this.

A new report by The Trade Desk reveals two thirds of Southeast Asians have ad fatigue, as a result of disconnected strategies but an omnichannel approach will build the connections that drive growth.