Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

US Insurance Digital Ad Spending

How Insurers Can Get the Most for Their Digital Ad Dollars

About This Report
Marketers within the insurance industry will zero in on how to best utilize digital ad budgets, as spending growth settles at more modest levels.
Table of Contents

Executive Summary

Insurers’ digital ad spending grew faster than digital ad spending in the financial services industry as a whole between 2017 and 2020. But growth slowed considerably in 2021—although it remains in the double digits—and will settle slightly below the sector average for the remainder of our forecast period.

Key Question: How will insurers shape their digital ad spending strategies as market dynamics shift?

KEY STAT: US insurance digital ad spending growth will decelerate in 2022 and 2023, in line with the rest of the financial services industry. But insurance will maintain its title as the industry’s largest ad spender, comprising 45.0% of total financial services spending in 2023.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


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

Table of Contents

  1. Executive Summary
  2. Slower Digital Ad Spending Growth Amplifies Insurers’ Channel Choices
  3. Rapid Ad Spending Growth Slows to More Moderate Levels
  1. Insurers Will Look for Ways to Maximize Digital Ad Dollars
  2. Read Next
  3. Sources
  1. Media Gallery


Eleni Digalaki


Caitlin Cahalan
Researcher, Financial Services
Maria Elm
Senior Analyst
Oscar Orozco
Director, Forecasting
Paul Verna
Principal Analyst
Already have a subscription?Sign In

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

Become a Client