US Financial Services Industry Digital Ad Spending Share, by Subsector: % of Total Digital Ad Spending

Timeframe20202021202220232024
BankingMaximum of two rows can be charted.
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Card networkMaximum of two rows can be charted.
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InsuranceMaximum of two rows can be charted.
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Other financial servicesMaximum 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 on all formats mentioned; numbers may not add up to total due to rounding

Additional Note: Digital ad spending historical data up to 2015 is derived from Interactive Advertising Bureau (IAB)/PricewaterhouseCoopers (PwC) data. Banking includes commercial, investment, retail banks, cooperative banks and credit unions. Card networks include Mastercard, Visa, American Express, Discover and other smaller players. They handle the processing of credit, debit and prepaid card transactions and partner with merchants to facilitate the use of these cards, acting as a gateway between card issuers, merchants and card holders. They create the virtual infrastructure and also set the terms for all transactions (e.g., fees, fraud liability, purchase protections). Insurance includes property and casualty, life and mutual insurance. Other financial services include personal and business credit institutions, mortgage lending, tax preparation, hedge funds, private equity, venture capital firms, wealth management, payment platforms, 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.

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