ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

Consumers unwilling to pay for AI features

Article |
 Jul 30, 2025

Loyalty on the line: How price increases are reshaping consumer choice

Article |
 Jul 30, 2025

Revolut could soon become a full-service US bank

Article |
 Jul 30, 2025

Q2 consumer spending picks up slightly from Q1 but is well short of last year’s growth

Article |
 Jul 30, 2025

The big answers: EMARKETER Daily quiz

Article |
 Jul 29, 2025

Younger generations concerned most with cost of living

Article |
 Jul 29, 2025

Brands prioritizing engagement, loyalty in influencer marketing

Article |
 Jul 29, 2025

OpenAI’s upcoming GPT-5 unifies models, widens ChatGPT's lead

Article |
 Jul 29, 2025

De minimis crackdown puts pressure on UPS’ cross-border business

Article |
 Jul 29, 2025

Brazil’s streaming shakeup: Prime Video tops Netflix as ad-supported rivals surge

Article |
 Jul 29, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

Financial Services Industry Digital Ad Spending 2023

Spending Turns a Corner After Two Years of Tepid Growth

Report by Tyler Van Dyke  |  Oct 26, 2023
Download
Report
Executive Summary
Share
Table of Contents
Executive Summary
Financial services ad spending is poised to exit low-growth mode
Glimmers of confidence will stoke FIs’ willingness to spend
Persistent uncertainties could throw a wrench in ad spend growth, but FIs should stay the course
Sources
Media Gallery
About This Report
Financial services marketers have had to do more with less as digital ad spending slowed over the last two years. But economic optimism has them ready to reopen their wallets.
Topics
Financial Services
Digital Ad Spending
US
Table of Contents
Executive Summary
Financial services ad spending is poised to exit low-growth mode
Glimmers of confidence will stoke FIs’ willingness to spend
Persistent uncertainties could throw a wrench in ad spend growth, but FIs should stay the course
Sources
Media Gallery

Financial institutions (FIs) slammed the brakes on digital ad spending in 2022 and kept growth low in 2023. They’ve had to do more with less, instead seeking out how to maximize returns on the dollars they spend. But after two years of advertising austerity, FIs are ready to expand their ad budgets.

Key Question: How will financial services digital ad spending change through 2025, and what does it mean for marketers?

KEY STAT: As financial services digital ad spend mounts a recovery, it will join just two other industries (retail and CPG) to surpass $30 billion in annual spend.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

1chart

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Financial services ad spending is poised to exit low-growth mode
  1. Glimmers of confidence will stoke FIs’ willingness to spend
  2. Persistent uncertainties could throw a wrench in ad spend growth, but FIs should stay the course
  1. Sources
  2. Media Gallery

Charts in This Report

US Financial Services Digital Ad Spending, 2021-2025 (% change)

authors

Tyler Van Dyke

Contributors

David Morris
Principal Analyst
Oscar Orozco
Director, Forecasting
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
Unlock Unlimited Insights with PRO+
Schedule a Demo