Banking digital ad spending growth slowed considerably in 2022 and will stay muted this year, falling far below the US average for spending overall. Instead, advertisers are focused squarely on maximizing digital ad dollars and demonstrating performance.

Key Question: How will banking digital ad spending evolve through 2025, and what will it mean for bank marketers?

KEY STAT: US banking and lending digital ad spending is facing another year of low-single-digit growth amid industry and economic uncertainty. But we expect a 2024 rebound as the environment improves and regional banks contribute more to the pie after a tough 2023.