The US Financial Services Industry 2016: Digital Ad Spending Forecast and Trends - eMarketer
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The US Financial Services Industry 2016: Digital Ad Spending Forecast and Trends

eMarketer Report

By: eMarketer

Published: May 12, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

The US financial services industry will spend $8.37 billion on digital advertising in 2016, a 14.5% gain from 2015. As a result, this sector will be responsible for 12.2% of total US digital ad spending for the year.

  • An overall increase in consumers using mobile devices for bill paying, bank transactions and credit card transactions is pushing financial brands to increase spending on mobile websites and apps.
  • The ability to better use first-party data to target consumers with pitches for financial products has increased spending in programmatic channels.
  • Using social listening to provide better customer service in the banking and insurance sectors is increasing spending on social platforms.
  • Search continues to be important for the financial services sector. Although display is catching up to search, the cost of relevant keywords for this industry sector remains high and brands will continue to pay, given that search remains important for lead generation.

"This report will examine key insights into what is driving ad spending in the financial services sector in 2016."

Table of Contents

About eMarketer’s Industry Ad Spending Series

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Digital Ad Spending Outlook

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Digital Ad Spending, by Format

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Mobile Ad Spending Forecast and Trends

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Programmatic Ad Spending

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20 charts are included in the full report:

The US Financial Services Industry 2016: Digital Ad Spending Forecast and Trends

US Financial Services Industry Digital Ad Spending, 2014-2020 (billions, % of total digital ad spending and % change)

Digital Ad Spending Outlook

US Financial Services Industry Digital Ad Spending, 2014-2020 (billions, % of total digital ad spending and % change)

US Digital Ad Spending, by Industry, 2015-2020 (billions and CAGR)

US Digital Ad Spending Share, by Industry, 2014-2020 (% of total)

US Digital Ad Spending Growth, by Industry, 2014-2020 (% change)

Expected Change in Marketing Spending According to US Marketing Executives, by Industry and Type, Feb 2016 (% change)

Top 10 US Financial Services Industry Advertisers, Ranked by Traditional Media Ad Spending, 2014 & 2015 (millions and % change)

Major Marketing Challenges According to US Financial Institution Marketing vs. Nonmarketing Executives, Q4 2015 (% of respondents)

Digital Ad Spending, by Format

US Financial Services Industry Digital Ad Spending, by Format, 2016 (billions and % of total)

Display and Rich Media

Top* 5 US Industry Advertiser Categories, by Device/Format, Dec 2015

Paid Search

US Paid Search Metric Growth, by Industry, Q4 2015 (% change vs. same period of prior year among impressions served by IgnitionOne)

Social Media

Fortune 500 Companies that Have a Public-Facing Facebook Page, by Industry, 2015 (% of total in each industry)

Marketing Expenses at Their Company According to US Marketing Executives, by Industry, Feb 2016 (% of respondents)

US Marketing Executives Who Are Able to Show the Effect of Social Media on Their Business, by Industry, Feb 2016 (% of respondents)

Social Media Marketing Areas in Which US Marketing Executives Plan to Invest, by Industry, Feb 2016 (% of respondents)

Mobile Ad Spending Forecast and Trends

US Financial Services Industry Digital Ad Spending, by Device, 2016 (billions and % of total)

Finance-Related Activities Conducted by US Internet Users, by Age, Sep 2015 (% of respondents in each group)

US Mobile Ad Spending, by Industry, 2016 (billions and % of total)

Current vs. Expected Share of Marketing Budget Spent on Mobile According to US Marketing Executives, by Industry, Feb 2016 (% of total)

Leading Product Categories on Which US Financial Executives Plan to Focus Their Marketing Efforts, Q4 2015 (% of respondents)

Programmatic Ad Spending

US Financial Services Industry Digital Display Ad Spending, by Transaction Method, 2016 (billions and % of total)