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Pathmatics Blog

Who Were the Top 3 Financial Services Advertisers in July 2016?

August 09 2016 by Jordan Kramer


In July alone, the top three financial services spenders in digital advertising spent more than $37 million combined in the U.S.—on desktop alone. However, these three giants’ spend strategies differ greatly and yield very different results when it comes to impressions, according to Pathmatics data.

We’ve compiled a breakdown of the top three players’ desktop ad spending from July 1 to July 31, 2016, including where each advertiser is gaining impressions and which is realizing the best CPM. Read on for intelligent insights into your competition.





Capital One




State Farm




Discover Financial





1. Capital One Financial Corporation

capitalone_desktop.pngCapital One was the big spender in July 2016, with more than 19 percent of the industry’s spend. This is more than double the budget of the second highest spender in July, State Farm.

About 75 percent of this industry giant’s impressions stemmed from direct in July, while the other twenty-five percent was through ad networks.

July 24 was Capital One’s biggest spending spike at more than $2.4 million. The company saw about 342 million impressions that day.




2. State Farm

With the second highest impression share in the industry, State Farm ended the month at 6.2 percent. However, the company’s spend came just shy of Geico, the fifth top advertiser by impression volume in July.

Impressions: 1,111,104,000
Spend: $7,786,200
CPM: $7.01

 Seventy-one percent of State Farm’s desktop spend was on direct buys in July, while 18 percent was through DSPs.

Unlike Capital One, State Farm saw a significant impression spike on July 8, which directly correlated with ad spend. On its highest spending day, State Farm spent nearly $2.7 million and received more than 142 million impressions. 




3. Discover Financial Services

discover_desktop.pngDiscover Financial Services rounded out the top with the third largest spend share of all the industry players at 5.34 percent.

Impressions: 981,581,700
Spend: $6,359,000
CPM: $6.48

Discover Financial has the lowest CPM for the month of July. Eighty-two percent of impressions in July came from direct spend, while another 14 percent were from DSPs. The highest number of impressions came from partner RocketFuel

Discover had an ad spend spike on July 19, spending over $1.5 million in one day, while the company only received about 133 million impressions that day. This is 120 million less than the company’s highest impressions day on July 6.



 Pathmatics aims to make digital advertising more transparent—so brands and buyers can stay ahead of the competition. That’s why sharing insights like these is an important part of what we do. Data and intelligent insights gleaned from Pathmatics software can enable you to construct a smart spend strategy.

 Source: Pathmatics US Desktop Data, 7/1/16-7/31/16.

Additional Advertising Insights

Want more? Download our Q2 Financial Services Advertising Spend Report for even more inside information. Download the guide

financial services top digital advertisers


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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