With all that holiday shopping you are inevitably doing, it’s the perfect time of year to promote credit cards with flashy perks. For JPMorgan Chase & Co., they are hoping that you are booking a vacation over the holidays, or at least a flight. The financial services brand has been heavily targeting travel sites to promote credit card partnerships with airline partners.
Here’s a look at how the brand was spending their digital ad budget over the month of November leading into the holiday travel season. To download JPMorgan’s digital activity over the last thirty days, including spend and impression data, in addition to top sites and programmatic partners, click here.
Calling All Air Travelers
Free checked bag? Priority boarding? Five of the top fifteen sites for JPMorgan Chase & Co. over the last thirty days were travel sites ranging from Hotels.com (Expedia) to Airfare Watchdog (TripAdvisor). Considering the company was focused on promoting their United MileagePlus Explorer Card, their site targeting makes a lot of sense.
Advertising for that credit card alone consumed approximately 45% of JPMorgan’s digital budget during November, indicating that holiday travel proves to be beneficial for cards with airline perks. Out of the 450 unique digital creatives detected during the month of November, over 200 were for the United MileagePlus Card. The brand’s top overall site, Hotels.com, also returned 14% of JPMorgan’s total digital impressions.
Launching in mid-August, the campaign has been running consistently since then. The top United MileagePlus creative raked in 6.9M impressions over the last thirty days.
While JPMorgan invested heavily nearly half of their budget in the United MileagePlus Card in November of 2017, the card only received just over a quarter of the company’s budget during November 2016. The travel perks credit card was still the top sub-brand for JPMorgan, however their strategy was more diversified across their other offerings. The Chase Sapphire Card and general banking campaigns both followed closely behind in 2016, along with investment fund campaigns.
In November of 2017, digital spend for the Sapphire Card was only a fraction of what it was the year prior and general banking campaigns were also down. Priority shifted towards campaigns for J.P. Morgan Asset Management services, taking nearly thirty percent of ad spend during the month.
Other trends included a shift towards more display advertising. Year to date, spend for JPMorgan Chase & Co. has been pretty split between desktop display and desktop video advertising, with video reaching its peak during the summer months before dropping off. During the month of November close to 75% of the company’s spend was budgeted on display, up ten percent from the same timeframe in 2016.
See JPMorgan Chase & Co.'s Full Digital Advertising Strategy [Free Report]
To see exactly how JPMorgan Chase & Co. has been investing across digital over the last thirty days in the US, including device-type breakout, top sites, and programmatic data, with the latest Brand of the Week report.