U.S. Financial Services Digital Ad Spending 2020: Ad spending continues to grow, despite the pandemic.

eMarketer – August 19, 2020

Senior Vice President, Executive Director of Media Stephani Estes talked to eMarketer for their annual report, U.S. Financial Services Digital Ad Spending 2020. The report includes a comprehensive overview of total digital ad spending, as well as estimates by channel, device and format and the pandemic’s impact on these figures. eMarketer estimates that digital ad spending in the U.S. financial services industry will increase 9.7% this year to $19.62 billion.

Among many topics covered in the report, Estes discussed how financial services consumers have been shifting from desktop- and laptop-dominated behaviors to mobile with the rise is mobile banking, payments and investing apps. However, she points out that mobile measurement is still an issue for marketers.

“The limitations that we’re seeing on mobile measurement, specifically as it relates to performance, is still keeping desktop very much in the game,” said Estes.

Learn more about eMarketer’s report.

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