[December Edition] What We’re Reading: 2024 Campaign Trends

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In December’s “What We’re Reading,” the SpeakEasy team is sharing the articles we read this month around AI regulation, victories in voter registration efforts, and the shift in how people are consuming the news. Stay tuned for our first edition of 2024 next month — and in the meantime, we’re wishing everyone a safe and restful New Year!

More Americans are getting news on TikTok, bucking the trend seen on most other social media sitesA recent study reveals a notable shift in news consumption habits among U.S. adults, with a growing share — 14% in 2023, up from 3% in 2020 — now reporting they regularly consume news on TikTok. TikTok’s influence in the news space is on the rise — particularly popular among those aged 18 to 29, where a third of respondents say they regularly get news on the platform. What’s the impact for campaigns? While the platform does not currently allow political ads, candidates and organizations can still produce organic, non-promoted, content to engage users on the app.

Meta requires political advertisers to mark when deepfakes used. Starting in January 2024, Meta (Facebook and Instagram) will require political advertisers to disclose the use of AI or digital manipulation in their ads. This move extends beyond the existing policies on deepfakes, encompassing altered images or videos. As AI impacts media production, we’re closely watching how social platforms adapt and work to counter misinformation. 

Predicting the top 5 digital marketing trends for 2024. Anticipated developments include the continued decline of linear TV viewership in favor of subscription-based and ad-supported streaming services, leading to an influx of connected TV ad inventory. Additionally, this Fast Company article predicts the rise of first-party data, increased privacy regulations, and the emergence of new self-service ad offerings that challengeMeta/Google’s share of ad spend. For political advertisers, we’re monitoring these trends in self-service media buying platforms that can be powerful tools for local races.

Michigan expands places where people can register to vote. We’re big fans of anything that makes it easier to participate in the Democratic process. Michigan Governor recently issued an executive directive enabling three federal Veterans Affairs locations and eight Michigan state departments to register their clientele to vote. 

In 2024 More Political Ads Will Be Seen On Connected TV: Here’s Why.  Ad spending projections for 2024 indicate a significant uptick in the U.S. market, driven by factors such as the Paris Olympics and the upcoming elections. Forecasts for the ‘24 election cycle predict a record-breaking $10.2 billion in political ad dollars, with an increase of 13% from the previous cycle, as campaigns increasingly turn to Connected TV (CTV) for targeted advertising. One of our favorite things about Connected CTV is that it can be highly targeted — enabling local races for school board or city council to reach only their voters in the big-screen environment.

Our team is standing by to support the candidates and campaign teams who are stepping up to run. Should you have any questions — or if there is anything our team can do to support your media planning — we’ve included the option to book a time to chat here:

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