US Financial Services Digital Ad Spending 2019

Mobile Growth Propels Financial Services Ad Spend

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.

Here’s what’s in the full report


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Table of Contents

  1. Executive Summary
  2. Financial Services Digital Ad Spending Outlook
  3. Digital Ad Spending by Device
  1. Digital Ad Spending by Format
  2. Key Takeaways
  3. eMarketer Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Interviewed for This Report

Joe Barbagallo
Jaguar Land Rover North America
Department Manager, Digital, Social and CRM
Interviewed April 10, 2019
Jonathan Barnard
Head of Forecasting
Interviewed April 3, 2019
Jim D’Antoni
Dish Media
Director, Ad Sales
Interviewed April 24, 2019
Mike Fisher
Vice President, Advanced TV and Video
Interviewed April 9, 2019
Richard Gagnon
Head of Havas Healthmedia
Interviewed April 8, 2019
Doug Grumet
AMP Agency
Senior Vice President, Media
Interviewed April 11, 2019
Cheryl Huckabay
The Richards Group
Media Group Head
Interviewed April 9, 2019
Sarah Kramer
Spark Foundry
Chief Client and Operating Officer
Interviewed April 8, 2019
Jon Morgenstern
Senior Vice President, Head of Investment
Interviewed April 2, 2019
Ali Plonchak
Managing Director, Digital Strategy and Integration
Interviewed April 2, 2019
Krish Sailam
Senior Vice President, Global Programmatic Solutions
Interviewed April 5, 2019
Sarah Scherer
Goodway Group
Product Marketing Manager
Interviewed April 8, 2019
Jon Schulz
Interviewed April 11, 2019
Mike Seiler
Director, Search and Shopper Marketing
Interviewed April 1, 2019
Jeremy Tate
Senior Vice President, General Manager
Interviewed April 3, 2019
Vanessa Vignon
Vice President, Media and Audience Management
Interviewed April 18, 2019
Matthew Waghorn
Vice President, Strategy
Interviewed April 12, 2019
April Weeks
Executive Vice President, Media Services and Operations
Interviewed April 8, 2019
Sarah Wilson
Media Director
Interviewed April 3, 2019
Michael Zacharski
EMX Digital
Interviewed April 11, 2019


Ross Benes


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

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