The US Financial Services Industry H2 2016 Update: Digital Ad Spending Forecast and Trends - eMarketer
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The US Financial Services Industry H2 2016 Update: Digital Ad Spending Forecast and Trends

eMarketer Report

By: eMarketer

Published: December 21, 2016

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

Executive Summary

The US financial services advertisers will spend $8.77 billion on digital advertising in 2016, a 19.5% gain from 2015 that will see this sector account for 12.2% of total US digital ad spending for the year.

  • Among marketers in the EverFi survey, 48% said they expected to increase spending for content marketing. One indication of this trend was the launch in October of a branded content partnership between Chase and Vox Media. Meridian, a standalone content site that focuses on a single travel destination each month, is sponsored by the Chase Sapphire Reserve credit card. The content appeared on its own site, Meridian.net, as well as Facebook and Instagram. The amount Chase invested in the effort was not disclosed. Chase’s chief brand officer, Susan Canavari, told The Wall Street Journal in October that “partnership is part of Chase’s shifting strategy to a more innovative approach to … reaching target audiences in new ways.”
  • Revelations that employees at Wells Fargo created roughly 1.5 million false accounts in customers’ names led to a spate of bad publicity this year, which the retail bank hoped to alleviate with a boost in spending on marketing. Its first effort after the scheme was revealed was an immediate increase in spending on social media.

"The digital ad spending predictions for the financial services industry in this report are upward revisions from eMarketer’s March 2016 forecast. Previously, spending in this sector was projected to total $8.37 billion in 2016. Increases in spending on digital video and social media adverting, with a focus on mobile, are factors in the forecast update. Spending will continue to increase through 2020, when this sector will spend $13.39 billion on digital advertising."

Table of Contents

6 charts are included in the full report:

The US Financial Services Industry H2 2016 Update: Digital Ad Spending Forecast and Trends

US Financial Services Industry Digital Ad Spending, 2015-2020 (billions, % of total digital ad spending and % change)

Top 25 Advertisers, Ranked by US Total Media Ad Spending, Q2 2016 (millions)

US Digital Ad Spending Growth, by Industry, 2015-2020 (% change)

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

Expected Change in Budget for Marketing Activities/Channels According to US Financial Institution Marketers, Summer 2016 (% of respondents)

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