Pathmatics Blog

The Advertising Strategies Behind The Top Financial Services Digital Ad Spenders in Q3

January 19 2017
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The Financial Services category continues to lead across the digital advertising landscape, fueling much of the ad dollars spent online - and reaping the most impressions. As the world becomes increasingly more connected online, there is a growing audience of consumers who shop and bank online on a daily basis. Financial services advertisers know that in order to find success, they must use a variety of digital channels to target their audience.
 
Digital spend for the financial services category topped $541 million across desktop, mobile, and video channels in the Third Quarter of 2016 alone. That number - up 22% from Q2 - was comprised mostly of desktop advertising dollars. Desktop advertising consumed 62% of the category’s digital spend, showing that while mobile and video are valuable device types, financial services advertisers continue to prefer display placements.
 
Our data provides valuable insights into financial services advertising, including buying trends, direct vs. programmatic spend, device types, and more. We analyzed the breakdown of digital ad spend in Q3 to provide deeper insight into the financial services sector’s advertising strategies. Read on for highlights and be sure to download your copy of the newly released Q3 Top Financial Services Advertisers Report.

Desktop Reigns

The largest amount of ad spend from the Financial Services category went to desktop/display advertising, accounting for 62% of the industry’s total spend. The vertical’s largest advertiser, Capital One Financial Corporation, echoed the trend, putting 76% of their digital ad dollars towards desktop advertising in Q3. Considering that Capital One’s largest campaigns were for credit cards, it is understandable that display is a top investment priority as consumers are more apt to sign up for a credit card on their computer, rather than on their phone.
 
We will continue to see desktop and video channels do well for the Financial Services category, consistent with historical trends. Only five percent of the industry’s digital spend went to mobile, illustrating that it is not a highly converting channel for financial services advertisers. The brands that are able to capitalize on video, will have an advantage as that device type continues to gain popularity with the sector.
 
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Majority of Category’s Spend Going to Direct Buys

Financial Services advertisers know what publishers they want to target, and direct buys continue to dominate the overall buying trends of the category. While direct desktop spend did decrease nine percent from Q2, it still consumed the majority of the category’s desktop spend with 65%.
 
Ad networks ate up 26% of the vertical’s spend on desktop, but won out by providing 52% of the impressions garnered by the quarter. During Q2, ad networks only accounted for 36% of impressions for the financial services category, demonstrating that the category stepped up programmatic advertising in Q3 - but still has a long way to go to beat out direct deals. 
 

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Real Estate Publishers Gain Spend

Financial Services advertisers are looking to build relationships with consumers interested in purchasing a home. There are numerous financial services that new homeowners need including financing and loan services, insurance, credit cards for new items, etc. Because of this, real estate publishers are gaining traction within the category. Realtor.com was the fifth top site by spend overall for the Financial Services category across desktop, mobile, and video. 
 
Three of Realtor.com’s top six advertisers during Q3 were from the Financial Services category, including State Farm, Quicken Loans, and Allstate Corporation. Allstate was the only one of those three that ran only desktop and mobile ads on the site, while State Farm and Quicken Loans also included video placements. Again, there are many opportunities for Financial Services brands to take advantage of video advertising opportunities online - especially on such audience specific sites like Realtor.com.

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Want More Actionable Financial Services Ad Insights?

Our free report, Top Financial Services Digital Advertisers in Q3 2016, has an in-depth breakdown of financial services ad strategy in Q3 2016 across desktop, mobile/tablet, video and content. Reading the report is literally like looking over your competitors’ shoulders. Download it today

Download the Report


 

About Author

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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