Driven by tax season, Financial Services opened 2016 strong as the top advertising category by impression volume across display and mobile+tablet for the First Quarter. Considering that, it’s not surprising that a third of the top ten financial display advertisers are tax software companies. Coupled with the gusto of finance powerhouses such as Capital One Financial Corporation, American Express Company and Progressive Casualty Insurance Company, the financial services category is stacked, to stay the least.
Let’s take a look at the buying strategy behind the top ten display advertisers in the financial services category, including top buying channel and partner by spend, and top site by impression volume.
8. Discover Financial Services
7. Progressive Casualty Insurance Company
6. H&R Block
5. LowerMyBills, Inc.
4. American Express Company
Promoting its suite of credit card options, The American Express Company distributed creatives on an average of 745 desktop sites per day in Q1, with average daily spend topping out at $137,900. Direct buys accounted for 66% share of the brand’s total display spend, with ad networks taking 22% share led by Advertising.com (13% share) and RadiumOne (6% share). eBay.com led as the top site overall, followed by amazon.com and aol.com.
3. State Farm
While 84% of State Farm’s display spend share was on direct buys during Q1, the top partner for the insurance company was the trading desk Accuen, with 13% share of spend. Creatives framed with red backgrounds prompted prospects to ‘Get A Quote,’ ‘Apply Now,’ ‘Find An Agent,’ and to contact insurance agents directly. The average daily spend for State Farm on display was $198,700 for the quarter, on an average of 365 daily sites with Aol.com, zillow.com and weather.comcapping the top three sites for the brand.
1. Capital One Financial Corporation
Capital One Financial Corporation led the financial services category for desktop, by impression volume, for the First Quarter. Average daily spend for “the top dog” on display was $403,300, driven by a heavy direct strategy, accounting for 100% of display ad spend. Fostering their credit card services and 360 Checking and Savings accounts, Capital One advertised on an average of 103 desktop sites per day, the top site being yahoo.com, which accounted for 58% of Capital One’s total site spend share. Msn.com and amazon.com followed as the second and third top desktop site respectively.