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Brand of the Week: Prudential Financial, Inc.

October 13 2017 by Jordan Kramer
Financial Services advertisers are gearing up for Q4 - a time when we historically see advertising budgets increase for the vertical. Investment and retirement focused  brands are trying to get more creative with their ad strategy in order to not only reach new audiences, but also fight in a crowded space for your hard-earned money.
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For Prudential Financial, that means investing in more video advertising than ever before. The brand has flipped their ad strategy from one year ago, testing out high-value video campaigns in an effort to raise more brand awareness and overall new business. Check out their entire digital strategy in the latest Brand of the Week report.

Video Becomes a Top Priority

According to AdAge, Prudential is launching a more robust media mix this year including print ads, sponsored content, and holiday programming. The brand has increased their video advertising spend significantly over the last thirty days, now consuming over 60% of their total digital budget.
In one of Prudential’s top creatives by spend and impressions over the last thirty days, the brand continues their “Bring Your Challenges” campaign asking people how much they think they need to save for retirement. The 30-second video creative launched on September 21st, ran on news sites including Washington Post and CBS Sports.
During the same time last year, Prudential’s media breakdown looked quite a bit different with 80% of their spend going towards display advertising.

Site List Becoming More Targeted

While overall digital spend for Prudential is down year-over-year, they have increased the percentage of their spend going direct to publisher. Last year during the same timeframe, Prudential was targeting news sites but also business and financial based sites.
Recently, Prudential has introduced a new site into their strategy and already invested a quarter of their digital budget over the last thirty days on direct ad placements. That site? WSJ. Last year, CNN and Reuters topped Prudential’s site list, while WSJ was barely a blip on the brand’s radar. Now, after cutting out most adtech partners and funneling nearly all of their budget on direct buys, WSJ, Bloomberg, and Morningstar top the advertiser’s site list by spend.


Prudential vs. AIG

Zeroing in on two of the top contenders in the space, Prudential and AIG are running neck-in-neck with each other when it comes to ad spend over the last thirty days. While Prudential has spent more on digital advertising than its competitor year-to-date, AIG recently increased spend on a campaign promoting their Travel Guard protection from September 21st - October 2nd. That increase was enough to give AIG a leg up on spend share between the two brands, and an advantage in impressions garnered.
AIG is sticking to what it knows, and that’s display advertising. The brand has spent 100% of their budget over the last thirty days on display, a figure that is consistent with their spend since January 1st. While running a trace amount of mobile advertising, the brand hasn’t touched video - Prudential’s new favored media type - in the last twelve months.

See Prudential Financial, Inc.'s Full Digital Advertising Strategy [Free Report] 

To see exactly how Prudential Financial, Inc. has been spending their digital advertising budget over the last thirty days, including device-type breakout, top sites, and programmatic data, download the latest Brand of the Week report.

Download Prudential Financial, Inc.'s Digital Ad Strategy

About Author
Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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