US Financial Services Industry Digital Ad Spending

Timeframe20202021202220232024
Financial services industry digital ad spending (billions)Maximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of total digital ad spendingMaximum of two rows can be charted.
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Source: eMarketer

Note: includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices, and includes all the various formats of advertising on those platforms

Additional Note: Digital ad spending historical data up to 2015 is derived from Interactive Advertising Bureau (IAB)/PricewaterhouseCoopers (PwC) data. Financial services includes commercial, investment, retail banks, cooperative banks, credit unions, property and casualty, life and mutual insurance, credit agencies, personal and business credit institutions, mortgage lending, tax preparation, hedge funds, private equity, venture capital firms, wealth management, payment platforms, card networks, companies engaged in the underwriting, purchase, sale or brokerage of securities and other financial contracts; also includes fintech companies that have disrupted the industry and leverage the internet, mobile devices, software technology or cloud services to provide traditional financial services (e.g., banking, insurance, lending) and emerging financial services (e.g., payments, crowdfunding, cryptocurrency, blockchain, etc.).

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.

Comparative Estimates from Additional Sources:

Financial services industry digital ad spending, US, billions

Sources2018201920202021202220232024
eMarketer,July 2022
Kantar,June 2019
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