Spotlight

US Bank Digital Ad Spending

Balancing Tension Between Acquisition, Talent, and Technology

Report by Tyler Brown  | Aug 12, 2022
Download
Report
Spreadsheet
Share
Table of Contents
Executive Summary
Growth Normalizes
What’s Next for Marketing Spending?
Read Next
Sources
Media Gallery
About This Report
Banks’ continued investment in marketing, led by the sales of products and solutions to the mass affluent, signals sustained growth in digital ad spending on the heels of a historic snap back in budgets since the pandemic—despite a looming economic downturn.
Topics
Digital Ad Spending
Digital Advertising
Banking
US
Table of Contents
Executive Summary
Growth Normalizes
What’s Next for Marketing Spending?
Read Next
Sources
Media Gallery

Executive Summary

Banks will continue their investment in digital ad spending, which spiked in 2021 as firms anticipated a rapid recovery in consumer spending. Large banks are expected to spend heavily on growth, driving ad spending through 2024. If a downturn takes hold and budgets are cut, spending on tech and talent will take priority over customer acquisition.

Key Question: What’s driving banks’ digital ad spending outlook amid a bounce back and brewing recession?

US Banking Digital Ad Spending, 2020-2024 (billions and % change)
E-Mail ChartDownload

KEY STAT: As the economy rebounded from the early days of the pandemic, the banking industry’s ad spending recovered—accelerating to 30.7% growth in 2021. We expect a 20.4% upswing to $13.54 billion in 2022.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

4charts

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

Table of Contents

  1. Executive Summary
  2. Growth Normalizes
  1. What’s Next for Marketing Spending?
  2. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

US Banking Digital Ad Spending, 2020-2024 (billions and % change)How US CMOs Prioritize Spending on Select Digital Marketing Channels in 2022 (% of respondents)
Share of Overall Budget and Revenues Allocated to Marketing Spending at Their Company According to US CMOs, Feb 2012-Feb 2022 (% of budget and % of revenues)Top* Data-Related Concerns for Marketing Function According to Banking Executives Worldwide, Jan 2022 (% of respondents)

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, included at no extra cost.
Gain Access to EMARKETER →
Log in to EMARKETER

authors

Tyler Brown

Contributors

Caitlin Cahalan
Researcher, Financial Services
Matthew Gaughan
Analyst Banking
Tiffani Montez
Principal Analyst, Banking
Oscar Orozco
Director, Forecasting