How Financial Services Brands Were Advertising in Q4

Feb 22, 2018 10:00:00 AM

The Financial Services category is constantly dominating as the top category by relative frequency across display, mobile, and video digital advertising channels. Led by top brands like Geico, Capital One Financial Corporation, Bank of America, and EY, the category leans towards display advertising as the preferred channel for ad spend.
Digital ad spend for the Financial Services Category dropped to $387M in the Fourth Quarter of 2017, down from $460M in 2016. We compiled the top Financial Services advertisers to showcase how the category was buying, and which brands won out by spend and impressions in Q4 2017.
Overall digital ad spend for financial advertisers was heavily weighted towards display advertising, accounting for over half of the category’s spend. FinServ brands historically focus on display as a key piece of their digital strategy to promote activities like credit card sign-ups, mortgage inquiries, and overall financial related items that consumers are more comfortable doing from a desktop computer.

Read the Full Q4 Financial Services
Advertising Report

Q4 2017 Financial Services Advertising Report Ebook Cover.png

The Q4 Financial Services Advertising Report covers the top ten category advertisers by spend and impressions across display, mobile, and video. See top creatives by device-type, top sites, and strategy insights from the category's leading brands.


  • AOL leads as the top display site for the category.
  • Insurance companies battle across channels by spend and impressions
  • Social advertising grows QoQ, taking share from desktop video

 Download The Report


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Jordan Kramer

Written by 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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