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EMARKETER

US Payments Digital Ad Spending 2023

Strong Consumer Demand Can Only Support Ad Spend Growth for So Long

Report by Tyler Van Dyke  |  Dec 5, 2023
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Report
Executive Summary
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Table of Contents
Executive Summary
Payments digital ad spend growth will lose steam by 2025
The payments industry is taking a real-time approach to adjusting ad spend
Marketers can hone successful strategies now before ad budget growth slows
Sources
Media Gallery
About This Report
The payments industry has used its marketing budgets to reap the rewards of a strong market for credit card acquisitions. But marketers will need to embrace doing more with less as credit conditions tighten and savings run dry.
Topics
Payments
TV Ad Spending
Financial Services
United States
Table of Contents
Executive Summary
Payments digital ad spend growth will lose steam by 2025
The payments industry is taking a real-time approach to adjusting ad spend
Marketers can hone successful strategies now before ad budget growth slows
Sources
Media Gallery

Payments firms will increase their digital ad spend faster than any other financial services industry next year after a sharp recovery from 2022’s slowdown. Before the sector pumps the breaks on ad spend growth, marketers need to find ways to do more with less.

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

Key Stat: Payments will be the only financial services sector to decelerate digital ad spend growth to the single digits in 2025, falling to just 8.6%. Factors like tighter credit will weigh on firms’ willingness to advertise payments products.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Payments digital ad spend growth will lose steam by 2025
  1. The payments industry is taking a real-time approach to adjusting ad spend
  2. Marketers can hone successful strategies now before ad budget growth slows
  1. Sources
  2. Media Gallery

Charts in This Report

US Financial Services Digital Ad Spending, 2021-2025 (% change)US Consumers With Newly Opened Credit Card Accounts, Sep 2022-Sep 2023 (% of consumers)
Net Percentage of US Domestic Banks Tightening Standards for Credit Card Loans, Q2 2018-Q4 2023

authors

Tyler Van Dyke

Contributors

Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
David Morris
Principal Analyst
Oscar Orozco
Director, Forecasting
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