Desktop dips but leads overall
Industry giant Capital One Financial Corporation reeled back spend across channels, leaving room for brands such as Citigroup, State Farm, and Geico to move up the rankings.
With 24 percent of consumers opting to manage finances with an app, and another 40 percent that like or enjoy using mobile payment systems, Financial Services brands are getting on the mobile bandwagon. Spend for the device-type by the category increased by $8.5 million from Q3, bringing the total spend to $32.5M million.
While this number still trails the $293 million spent by Financial Services advertisers on display, and the $133 million spent on video, the investments are trending up as brand’s are integrating more crosschannel campaigns into their strategies.
The medium is popular in financial services, where many sites feature relevant, engaging content on a variety of loan, finance, insurance and credit topics.
In Q3, both the Yahoo! Content Network, and Taboola had 41 percent share of impression volume for native ad network partners. Yahoo! barely edged past Taboola in Q4, taking in 39 percent share compared to Taboola’s 38 percent. Outbrain increased their share by 7% representing the largest jump in revenue.
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