Insights on which ad types are driving engagement, the impact of video, and how AI is being embraced.
The Midwest is special. The people. The businesses. The innovation. The way communities show up for one another. It’s one of the reasons we’re proud to have our company headquarters in Sioux Falls.
It’s also why national marketing data doesn’t always tell the full story.
Much of the data shaping today’s marketing decisions comes from national studies or coastal markets. While useful, those insights don’t always reflect how people in the Upper Midwest actually consume media, research businesses, or make purchasing decisions. For organizations investing real dollars into growth, that distinction matters.
Eight years ago, Click Rain launched the Digital State of the Midwest to better understand those regional dynamics. The goal was simple: gather reliable data on how Midwestern consumers engage digitally, then use that insight to guide smarter marketing strategy. At Trendigital 2026, we released the third edition of the report, comparing findings from 2018, 2022, and 2026 to see how digital behavior continues to evolve.
Several trends stand out that have direct implications for Midwest marketers and business leaders.
Video is now the most widely consumed digital format across age groups. While 87% of adults ages 18–34 regularly engage with video, the most notable growth came from consumers ages 55+, whose consumption increased 20% since 2022.
Importantly for marketers, advertising influence is rising alongside consumption. Consumers are 61% more likely to make a purchase after seeing TV or streaming video ads compared to 2022.
For regional businesses, video is no longer a “nice to have.” Our regional consumers are engaging with video at high levels across platforms, and it’s shaping purchasing decisions. Thoughtful investment in video content and creative should reflect that reality. Regardless of your brand’s current video presence, increasing video is a smart move for any Midwestern marketer.
Midwesterners are embracing AI, with 51% of adults using AI for personal use at least some of the time, compared to 37% who use it for professional use. The most common reason they turn to AI is for search and general information gathering.
At the same time AI use is rising, daily and weekly use of traditional search engines has fallen 16% since 2018. Consumers are still researching businesses and services, but where and how they conduct that research is shifting.
For business leaders, the rise of AI search reinforces the importance of a strong digital foundation. Clear messaging, well-organized content, and credible online signals increase the likelihood that your company shows up not only in traditional search results, but in emerging AI-driven search experiences as well.
Not every ad type is gaining traction at the same rate. From 2022 to 2026, the largest increases in consumer attention toward advertising were seen in:
Video ads — up 29%
Billboards — up 27%
Podcast ads — up 18%
The takeaway for marketers isn’t to chase every emerging channel. It’s to build a marketing mix that reflects how audiences are actually paying attention. Investment decisions should be guided by behavioral data and performance.
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