Financial Digital Ad Spending

Digital will continue to be a key driver of spending growth for the financial services industry overall. A February 2015 survey from Duke University's Fuqua School of Business of US marketers found that digital marketing spending in the banking, finance and insurance category is expected to grow 12.2% in 2015.

Money is on the move

69% of financial services marketers planning to increase digital video ad spending in 2015 say they will do so in part by shifting funds away from TV.


SOURCE: IAB "DIGITAL CONTENT NEWFRONTS: DIGITAL VIDEO SPEND STUDY" APRIL, 2015


Video Ad Spending By Device

$3.49 billion will be spent on mobile accounting for 48.5% of all financial digital ad spending. Financial continues to be the second-biggest spender on mobile advertising, after retail.


Source: Emarketer, May 2015

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Financial Services
Entertainment
Automotive
Media
Telecom
Consumer Electronics
CPG & Consumer Goods
Retail
Travel
Other

Video ad spending by industry

The financial industry is expected to spend $.75 billion on video advertising in 2015, accounting for 9.7% of total video ad spending.


Source: Emarketer, May 2015


Digital Ad Spending By Format

U.S. financial services digital video ad spending is expected to account for 10.5% of the industry's total digital ad spend of $7.19 billion.


Source: Emarketer, May 2015

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Video
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Search
Display

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50% played rate

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FULLY PLAYED RATE

Financial Video Ad Metrics

Once a financial ad began, 44.5% were played halfway through, and 31.3% were fully played.


Source: Sizmek Via Emarketer: The Financial Services Industry 2015: Digital Ad Spending Forecast and trends.


Best in Show

Here are a few examples of financial services brands delighting audiences with advertainment.

United Overseas Bank

Our Values Define Us

Wells Fargo

Learning Sign Language

FranklinTempletonTV

Investing for What’s Next™ Stories

Fidelity Investments

Retirement Planning in the Hot Tub

Wells Fargo

New Family

Bank of America

Portraits


A Year in Finance

Search results provide insights into key financial interests throughout the year.

Jan

Building your future

The beginning of the year is an ideal time to target homebuyers, retirees, and new savers.
  • Interest in mortgages from first-time buyers peaks.
  • Search interest for retirement peaks.
  • Search interest for 401Ks peaks.

Source: Google

Feb

Paying taxes

Tax related search interest peaks.

Source: Google

Mar

Saving tax refunds

Search interest for IRAs peaks.

Source: Emarketer: How will Families make Mothers' days?

Jul

Traveling

Search interest for travel rewards credit cards peaks.

Source: Google

Aug

Paying for school

College financing-related searches peak (as well as during Tax Season).

Source: Google

Nov

Buying on credit

Search interest for credit card applications peaks.

Source: Google

Dec

Giving gifts

Search interest for "credit card gift cards" and "store credit cards" peak before the holidays.

Source: Google


Financial Case Study

Virool helps financial institutions make the most of their video content by distributing it to their target audiences across devices.

Goals of Campaign

1

Build awareness

Increase awareness of the brand’s educational program.

2

Deliver qualified views

Drive completed video views among key target audiences.

The Results

Virool delivered the following results for the long-term educational video series:

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Paid views

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Average Video Completion Rate


Want to Learn More about
What Virool can do for your financial brand?

Get in touch