Advertising product managers are always looking for the next “big  thing”. 

The advertising market has its ups and downs as customer’s  needs, wants, and moods change seemingly overnight. These product  managers have the responsibility to keep their eyes open all the time  searching for the new ways that they can expand their product  development definition and help the firms that manufacture goods get their message in front of their next customer.  

Right now what these product managers are doing is turning their attention to what they hope will be the next new engine of growth for  the industry: direct-to-consumer marketers.