TLDR: Three areas of focus for marketers include digital inventory shifts, changing regulations impacting industries, and an overall need for unity and inclusion messaging.

Trend #1: A shifting digital inventory.

From the national presidential race down to county commissioners, $10.5 billion was spent on campaign ads in the 2024 election cycle, according to NPR. With that surge behind us, ad professionals can anticipate shifts in the landscape such as lower ad prices, greater availability of premium slots, and increased audience engagement. Digital platforms like Facebook, Instagram, and YouTube - as well as traditional outlets like TV and local news - will show the most noticeable shift as they return to their regular programming and ad dynamics.

Trend #2: Ever-changing regulations.

During his campaign, President-elect Donald Trump advocated for reducing regulations across several industries like AI, housing, and energy. On the positive side, loosened restrictions could foster growth. For example, an expanded housing supply might fuel greater demand for building materials as contractors and industry professionals accelerate construction to meet market needs. However, on a not-so-great side, reduced oversight may also lead to consumer skepticism regarding quality or safety. Brands will need to take these emotions into consideration by providing transparency and ethical practices to maintain trust and safeguard their reputation.

Trend #3: Posi-vibes please.

After an election season marked by division, consumers are tired of fear-based advertising and crave a shift in tone. For brands, this presents an opportunity to tell stories that emphasize unity and foster inclusivity. By creating content that resonates with diverse groups and highlights shared values, brands can build trust by giving people a much-needed lift.

By embracing new ad trends, transparency, and positive storytelling, brands can navigate the upcoming uncertainty while fostering trust and connection with their audiences.

striking stats

Connected TV (CTV) was projected to account for 45% of political digital ad spending in the United States in 2024. (Source: Statista)

Ads focused on the Senate accounted for 19% of online political spending in 2024. (Source: Brennan Center)

Podcasts played a significant role in the election, with millions of users tuning in to top-ranked shows featuring appearances by key candidates. (Source: eMarketer)

Lightning round

The Ammunition team celebrated our 7th Ammoversary.

Ammunition ranked #38 on ADWEEK's 2024 list of the 75 fastest growing agencies in the world.‍

Jeremy Heilpern (7), Kelly Heilpern (7), and Hayley Watford (1) celebrated their Ammoversaries.

Ammunition welcomed Jenna Rohrbarch, Social Media Strategy Coordinator, to the Strategy team.‍

Mads Robinson was recognized for her hard work with the GOATIE of the Year award.