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Executive Summary

The US financial services industry will increase its digital ad spending by 18.8% to $15.69 billion in 2019. Meanwhile, total US digital ad spend will grow by 19.1%. Financial services advertisers continue to rely heavily on mobile and search as their digital ad budgets grow. Financial services advertisers are turning to mobile, search and social ads to make their products more accessible to younger audiences.

What is financial services’ share of total US digital ad spend?

We anticipate that financial services will account for 12.1% of total US digital ad spend in 2019 and 2020.

Which digital ad format is growing the fastest?

Search ad spend among US financial services providers is expected to grow 21.2% this year to $6.50 billion. By 2020, they will spend $7.73 billion on search.

How much money will financial services advertisers spend on mobile?

Mobile spend will increase 23.3% to $10.88 billion in 2019. Mobile will account for 69.4% of financial services’ total digital ad spend this year and 73.1% in 2020.

WHAT’S IN THIS REPORT? This report includes our annual breakdown of US financial services industry digital ad spending. It includes a comprehensive overview of total digital ad spending, as well as estimates by channel, device and format.

KEY STAT: The US financial services industry will increase its digital ad spending by 18.8% to $15.69 billion in 2019.

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authors

Ross Benes

Contributors

Jeane Han
Senior Researcher
Oscar Orozco
Senior Forecasting Analyst
Victoria Petrock
Principal Analyst