With the New Year, comes the return of Tax Season! While the Financial Services category is a continual leader on digital by spend and impressions, a few of its top brands have re-surfaced to get your attention. Both TurboTax and H&R Block made a resolution to target consumers online before W2’s hit your mailbox by breaking the top fifteen advertiser rankings by spend across device-types. For online tax filing companies, the yearly battle is just beginning.
Looking at the Financial Services Category during the month of January, the majority of spend was on desktop display advertising. The device-type accounted for sixty percent of the category’s digital spend, followed by Facebook mobile with nearly 20% share.
The trend holds for top advertiser TurboTax, who invested over eighty percent of their digital spend in January to desktop display placements. H&R Block, on the other hand, split their strategy between display, desktop video, and mobile. Q1 will continue to see a rise in ad spend from competitors in the tax space, and the FinServ category isn’t coming down from the top anytime soon.
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Our monthly report covers the top digital advertisers across desktop, mobile, and video. Discover the top brands by spend and impressions across device-types and see strategy highlights.
- Tax Season returns with big ad spenders.
- The Financial Services category continues to favor display.
- General Mills overtakes competitors on mobile.