A new report released by eMarketer highlights the digital ad spending outlook and trends among financial services companies, including insurance, commercial banks, credit agencies, consumer finance companies, business credit institutions, and credit card agencies. It also includes companies engaged in the underwriting, purchase, sale or brokerage of securities and other financial contracts.
The US Financial Services Industry StatPack 2017 provides specific details on:
- Digital ad spending by format—search, display, mobile, digital video
- Factors influencing ad spend among major financial services players and the entire industry
- Cross-industry comparisons of ad spending trends
Here are 12 key findings from the report:
- Financial services brands will spend $10.11 billion on digital advertising in 2017
- Financial services brands are increasing spend on search, video, and mobile
- The financial services industry will make up about 12% of total digital ad spending, making it the third biggest spender, following the retail and automotive industries
- Financial services will have slightly above-average growth (16%) in digital ad outlays
- Financial services and insurance brands spent over $7 billion on TV ads in 2016
- Financial services brands will increase spend on display ads by 32.3% in 2017
- Digital video will account for 25.4% of financial services’ display ad spend in 2017
- Financial services brands will increase their digital video ad spending by 26.0% in 2017
- Financial services’ growth (26%) in digital video ad spend is higher than the average (23.7%) of all industries
- Financial services’ share of total digital video ad spending will be 9.9% in 2017
- Nearly three-quarters of financial services’ digital ad spending will go to mobile in 2017
- Financial services brands will spend $7.17 billion on mobile ads in 2017, up 27.5%
