December 2019

As the New Year approaches, the excitement for the coming year fills the air as we race to the finish line of 2019. But, in the advertising world, this anticipation can feel more like a race to the starting line as marketers hustle to glean as many insights as possible from the closing year in order to prepare for the one up ahead. Of all the marketing insights unearthed in 2019, there were a few we found particularly compelling.

What is your target audience up to? Quite a bit, in fact. The prospective consumers you’re hoping to reach are doing all sorts of things at any given moment. Some are entirely disconnected from their various devices, while others are checking their mobile phones as tablets stream media content of some sort a foot or so from where they’re seated. Your audience may have a common interest in what you’re selling, but their online engagement is far from uniform.

Take a look around. The next time you’re at a red light, count the number of earbud-wearing drivers you see. The next time the dog needs a walk, try to spot the elusive media-less runner. What type of content are busy parents consuming while they make dinner? What is everyone listening to these days? What’s the latest trend? More and more, the answer is: streaming radio stations, music, and podcasts.