Report: Innovation and Experimentation in Financial Services Marketing

Brands in the Financial Services category continue to lead digital advertising across device-types, outspending all other categories. Recently, our CEO Gabe Gottlieb spoke at the Digital Marketing for Financial Services Summit in New York City about digital ad trends in the FinServ sector and what they mean for brands. He was accompanied by Andrew Davidson, SVP/Chief Insights Officer at Mintel Comperemedia, a leading global market research and market insight company.

Here’s a look at highlights from their discussion and the full report detailing the latest trends, exclusive industry data, and leading campaign case studies.

All Paths Lead to Mobile

Mintel consumer surveys show steady year-over-year growth of credit card applications being offered via digital channels. Surveys also show an increase in consumer use of mobile devices to complete credit card applications.

This shows mobile growing not just at “top-of-funnel” but also at “bottom-of-funnel” for final conversion. Digital mobile is increasingly the channel that consumers are choosing to engage with their financial service providers.

Financial Services Lagging

Pathmatics’ data shows that compared to other categories, Financial Services customer acquisition via digital ad spend is concentrated on desktop, not mobile. The category is also behind with their social ad spend, demonstrating many growth opportunities for Financial Services brands to diversify their digital strategies.