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Pathmatics Blog

Financial Services Advertising: Weekly Briefing Series #1

May 14 2020 by Sarah Fleishman

Our new weekly briefing series kicked off on May 13. Join us weekly for to-the-minute updates on all things digital advertising, including a broad look at cross-category insights, movers and shakers, and a deep dive into a new sector each week. 

Week 1 Recap

Checking in on category spend trends, and top advertisers in the financial services category.

Category Highlights

We kicked off our series with a look at the top 10 categories tracked in Pathmatics Explorer, and we're sure you won't be surprised to hear that travel advertising is still down when compared to 2019.

By the same token, we've seen massive growth in media and software, driven by emerging applications and streaming services such as Facebook, HBO, and Disney+.

We also looked at the top 5 biggest movers across categories, including two alcohol advertisers making big jumps to increase spending in the last week. Similarly, we saw a few major players pull spend significantly across sports, beauty, auto, and telecom


Financial Services Advertising Deep Dive

As a whole, this sector has seen only a slight decline since COVID-19 stay at home orders began. Looking deeper, however, we saw outliers in both insurance and investment/brokerage services that bucked trends in both directions. 

We covered Fidelity's shift in Facebook Advertising from Bull to Bear, USAA's sudden investment in desktop video, and Charles Schwab's digital response after seeing a surge in new brokerage accounts in March. 

Got 15 minutes? Watch the full episode here.

Stay up to date with weekly updates.

We're back next week with CPG, and the week after that with Travel. Every week we'll cover cross-category updates, movers and shakers, and answer your questions live. Register now to join us weekly.

About Author
Sarah Fleishman

With over a decade of experience across digital marketing, content, creative, and PR, Sarah is a creative and dynamic thinker who loves to delight clients with unique and relatable content. Sarah graduated from UC Berkeley with a BA in Sociology.

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