Hispanic consumers have endured exceptional financial volatility—mostly bad—during the pandemic. Even in normal times, this population is a moving target, with its diverse components evolving in financial strength, degrees of acculturation, and digital engagement.

Marketers must look past some familiar stereotypes of millennial life—about their digital usage, shopping behavior, finances and attitudes toward homeownership—to grasp the realities of how this cohort has evolved.

Programmatic has had an association with remnant inventory, ad fraud and tech fees, which have been less of an issue in OOH vs. digital advertising. But Frank has noticed programmatic catching on.

But trust in more-traditional sources of information is also relatively low. In Q4 2019, data-driven ad tech provider AudienceProject found that almost two in five US internet users reported trusting digital news sites less than they had a year earlier, vs. just 9% who trusted such sites more.

For example, 92.7% of respondents ages 16 to 24 streamed video in H1 2020 vs. 48.1% of those 55 to 64. Similarly, young people were far more engaged with digital audio—24.6% of respondents ages 55 to 64 had streamed music, podcasts, or other digital audio content in the prior month, while usage among those ages 16 to 24 was over three times greater, at 77.3%.

China’s total ad spending—including digital and traditional spending—will exceed Western Europe’s combined spending this year, for the first time ever ($105.25 billion vs. $102.10 billion). By 2024, China will surpass $150 billion, far exceeding Western Europe’s combined total at that point ($127.90 billion), but still dramatically trailing overall ad spending in the US ($323.78 billion).

Companies (mostly) no longer commit digital ad budgets in advance. We believed in 2008 that this would cushion the effects of the downturn on the ad industry. That is no longer likely to be the case for digital. Significant parts of digital ad budgets are now essentially liquid (and advertisers often choose to spend on platforms where this is the case for that reason).

Most Canadians turn to traditional formats like broadcast TV and radio for the latest pandemic information. According to a Leger Marketing poll from February, 59% of adults in Canada said they turned to TV and radio for COVID-19 news, followed by Canadian-based online sources (51%). Ranking well below were international online news sources (33%) and social media (31%).

UK consumers continue to spend. However, as the realities of Brexit finally hit in 2020, the purse strings will tighten. And with ecommerce becoming an ever-greater portion of total UK retail sales, the effect on the high street will be marked. A hard delineation between the online and offline worlds isn’t necessarily helpful, though, as those lines between “clicks and bricks” continue to blur.

While all generations have taken a financial hit from the COVID-19 pandemic, boomers are better positioned than younger cohorts to keep spending amid the recession. Marketers must make the most of boomers, which necessitates being up to date on their digital and consumer behavior.

Marketers also use location data to link online advertising with offline purchases, and to segment their audience or build cohorts based on patterns of real-world behaviors. But the biggest growth is happening in other industries:.