The rise of AI-powered search is redefining digital visibility. As audiences shift to AI-generated results, campaigns that integrate SEO with earned media and op-eds will be best positioned to influence how their message appears across emerging AI platforms. The next frontier for advertisers lies in shaping how AI interprets and prioritizes their content.
In just five years, the way that Americans consume news has fundamentally changed. Reports from Pew Research Center highlight that as less people rely on traditional media to remain informed, more are embracing the rise of TikTok and podcasts as trusted news sources. For campaigns and coalitions, this trend underscores the need to adapt outreach and persuasion strategies to meet voters where they are and tailor messages that resonate in the digital age.
Our team has been digging past the headlines to figure out what iOS 26 will actually mean for political campaigns. Rolling out in mid-September, this feature will allow users to automatically filter text messages into an “unknown senders” folder. Only available on iPhone 11 and newer, the feature is currently in beta where it is defaulted to “off”, although that may change by the full release.
OpenAI’s upcoming launch of a new AI-powered browser marks a major shift in how users interact with the web, moving from clicks to conversations. As AI browsers and chat-based search tools rise, traditional web traffic, SEO performance, and digital ad visibility are all being disrupted. News publishers are seeing sharp declines in search-driven traffic, while campaigns and advertisers must rethink how they reach voters and audiences online. Advertisers must adapt their strategies for the AI-driven ecosystem, and shift towards AI-optimized content, diversified media buys, and smarter audience targeting.
Search ads remain both effective and necessary, especially as AI tools like Google’s Gemini are limited in their ability to answer politically related queries as elections approach. While current AI features haven’t reduced the performance of political search campaigns, political advertisers should anticipate future changes as Google and ChatGPT will likely move to monetize AI-driven search with new ad formats. This shift may also elevate the importance of SEO or “AI optimization” as AI models prioritize well-ranked, content-rich sites, making assets like Wikipedia pages and sponsored articles more valuable. In the long term, the advertising industry will likely require tools to test how campaigns appear in AI-generated answers to ensure visibility and relevance.
For the second time in a year, a federal court has ruled that Google illegally maintained monopolies in key areas of the digital ad ecosystem. The latest ruling targets Google’s dominance over both its ad server and ad exchange. The court found that this dual control allowed Google to favor its own marketplace, stifling competition and making it harder for publishers and advertisers to access alternative partners, pricing, or inventory options.
Apple’s recent update introduced AI-powered features that automatically generate preview texts and summaries for emails and text messages. While these tools aim to enhance user experience, the feature has been inaccurate or inconsistent, presenting challenges for political or advocacy campaign outreach via texting efforts and email marketing.
Democracy Reporting International’s analysis reveals that AI chatbots are disseminating false information about the upcoming European Union elections, with incorrect dates and voting details. Due to the phenomenon of “hallucination,” where chatbots invent facts, developers caution against using them for crucial tasks like obtaining election information. We have been concerned about this issue ever since the initial release of ChatGPT and continue to monitor the ongoing effects of AI in the political landscape.
YouTube TV continues to implement new innovative strategies that expand possibilities and increase reach for advertisers. The key driver for their 48% growth this year was their purchase of NFL Sunday Ticket.
While both digital and linear TV remain essential to advertisers, digital video consumption continues to rise steadily and is anticipated to increase by 5.7% this year. As consumption increases, so does ad inventory on major streaming platforms.
In the midst of a crucial election year in the US, where record-breaking political ad spend is anticipated, a few key trends are set to shape the political landscape. Among these trends, the prioritization of Connected TV (CTV) stands out prominently. As spending on CTV rises steadily, the competition for available inventory becomes more intense, underscoring the importance of strategic planning for placements in advance.
Three of the largest U.S. sports TV companies – ESPN, Fox, and Warner Bros. Discovery – just announced a joint venture to create a streaming service featuring all their linear sports TV content. This announcement carries considerable weight in the industry, given the established role of live sporting events in upholding the traditional cable bundle model. This new app is strategically positioned, offering sports enthusiasts a cost-effective alternative to prompt them to ditch their pricey cable bundles.
Paramount Global and Warner Bros. Discovery CEOs have met to discuss a possible merger that would create a news and entertainment giant. Consolidation in the streaming landscape is exciting for advertisers, who would have access to more users across less streaming platforms, increasing the ways to reach elusive cord cutters.
As 2024 approaches, the Federal Elections Commission (FEC) is finalizing its technological modernization rulings. Notably, there are no new requirements for social media influencers when paid to promote political causes or candidates.
Political ad spending continues to skyrocket, poised to hit a staggering $10.2 billion in ad expenditure in 2024, more than tripling since 2016.
Google announced its more sophisticated AI model called PaLM 2, which will be used in over a dozen products including search. Ads are slated to be included in the generative AI search results, although Google is still coming up with how that will look.
ChatGPT and other generative AI can be used to create engaging and personalized content for social media campaigns. While social media managers will need to adjust and refine the deliverables, AI is a great way to kickstart ideas for content.
Are political campaigns ready for Artificial Intelligence? Testing ChatGPT’s features yield mixed results, but its speed can be a potentially powerful tool to springboard campaigners past writer’s block.
Social media is in a transition phase and Gen Z is driving the change. Marketers should pay attention as Gen Z continues to reject old-school social media and turn to these newly-emerging platforms, opening up new opportunities to reach younger audiences.
Americans continue to shift their TV viewing habits, with streaming taking the top spot in terms of TV viewership in July, claiming 34.8% of total TV share in July, higher than broadcast and surpassing cable for the first time.
Major changes to the Facebook app will make it look and feel more like TikTok. Content from personal connections will be filtered out of the main Home page, transforming its experience into a more TikTok-like selection of algorithmically chosen videos.
Streaming viewership hit a new high this past May, claiming 31.9% of total TV time. Summer is typically known as a lull “season” for traditional tv, however,streaming services have found new ways to keep viewers engaged.
HBO Max and Discovery Plus will combine to be one platform with a user base of nearly 100 million. Once launched, this service will offer ad-free and ad-lite products, creating an incredible opportunity for advertisers.
Disney Plus to add advertising opportunities in late 2022.
Streaming continues to make headway, now comprising 28.9% of TV usage, with this share of the pie to continue rising.
