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.
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?
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
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
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