US Payments Digital Ad Spending 2024

Strong Growth Lies Ahead, but Consumer Financial Health Concerns Persist

Report by Tyler Van Dyke  | Sep 23, 2024
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Executive Summary
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Table of Contents
Executive Summary
Payments ad spend growth will be weaker than other financial service sectors in 2024
Ongoing financial stress has squeezed payments ad spending this year
Payments digital ad spend growth will more than double in 2025
Payment marketers will lean into search and mobile ad spending
Sources
Media Gallery
About This Report
Digital ad spending in the payments industry is set to surge as consumers start to get through the financial headwinds of the past few years. We look at where payment providers should focus their ad spend to maximize returns.
Topics
Payments
Total Media Ad Spending
United States
Table of Contents
Executive Summary
Payments ad spend growth will be weaker than other financial service sectors in 2024
Ongoing financial stress has squeezed payments ad spending this year
Payments digital ad spend growth will more than double in 2025
Payment marketers will lean into search and mobile ad spending
Sources
Media Gallery

The era of higher-for-longer interest rates has weighed on payments ad spending. But that will change as consumers get new opportunities to shop around for cards with lower interest and better sign-up perks. The headwinds that issuers, mobile wallets, and other payment providers have weathered in the past two years have set the stage for a sharp reacceleration in 2025.

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

US Financial Services Digital Ad Spending Growth, by Subcategory, 2022-2026 (% change)
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Key Stat: US payments digital ad spend will surge 23.0% in 2025 as the expectation of lower interest rates fuels renewed marketing budgets and consumer demand.

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Table of Contents

  1. Executive Summary
  2. Payments ad spend growth will be weaker than other financial service sectors in 2024
  3. Ongoing financial stress has squeezed payments ad spending this year
  1. Payments digital ad spend growth will more than double in 2025
  2. Payment marketers will lean into search and mobile ad spending
  3. Sources
  1. Media Gallery

Charts in This Report

US Financial Services Digital Ad Spending Growth, by Subcategory, 2022-2026 (% change)Share of US Consumers With Newly Opened Credit Card Accounts, July 2023-July 2024 (% of total consumers)

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authors

Tyler Van Dyke

Contributors

Suzy Davidkhanian
VP, Content
David Morris
Principal Analyst
Oscar Orozco
Director, Forecasting
Sakina Thanawala
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Julia Woolever