Today’s emerging media landscape is supporting relatively new and innovative ways of consumption and in audiences’ daily routines media simultaneity is becoming a crucial way to synchronize with the surrounding environment. Considering the commonness of these behaviours among consumers, simultaneity also plays a critical role in media planning. Therefore, advertisers and marketing managers need to develop novel techniques in order to create synergy and gain these consumers’ attention. A commentary by Fatih Tokan, research assistant at the Department of Marketing at Aalto University School of Economics. Dagmar and Aalto cooperate in the Media Mark project.