Closing out the final quarter of 2017, the Financial Services category continued to dominate by relative frequency across display, mobile, and video digital advertising channels. Big ad spenders like LendingTree, Geico, Progressive, and Capital One led the charge targeting top sites like eBay, YouTube, and AOL. The Computers & Consumer Electronics category followed, looking to desktop and mobile video as the biggest part of their advertising campaigns while FinServ advertisers focused on display.
Over half of digital ad spend for the Financial Services category in the Fourth Quarter was invested on display advertising. FinServ brands historically focus on display as a key piece of their digital strategy to drive conversions for activities like credit card sign-ups, mortgage inquiries, and overall financial related items that consumers are more comfortable doing from a desktop computer.
Social advertising amongst Financial Services brands increased from sixteen percent of category spend share in Q3 to twenty-one percent share in Q4. This shift caused video spend to scale back slightly while mobile spend remained consistent.
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Highlights:
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Financial Services ranks as overall top category, focusing spend on display and mobile device-types.
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Computers & Consumer Electronics brands target desktop and mobile video channels
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Grammerly, Samsung, and LendingTree lead across device-types.
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