5 Ways That Financial Advertisers Targeted Audiences in 2018

Financial services advertising, which includes (but is not limited to) commercial banking, insurance, investment and credit card advertisers, is a major contributor to global digital advertising spend the U.S. In fact, digital spend from the financial services sector is expected to reach $15.69bn in 2019, representing 12.1% of all digital ad spend in the U.S.¹ 

Similarly, in the U.K. and Germany, financial services advertisers are expected to represent 12.2% ($2.24bn) and 7.4% ($638mn), respectively, of all digital ad spend in 2019. And in Australia, financial services represented 6.1% ($519mn) of all digital ad spend in FY 2018.

Given the importance of financial services ad spending, we are releasing our annual, global Eye On: Finance insights report, which shows how the industry is currently using audience data, according to calendar year 2018 Eyeota platform data. Eyeota’s vertical-focused Eye On reports are designed to help advertisers inform decisions about audience targeting selections for digital advertising campaigns.

Here are five key insights that we learned about the Financial sector from last year’s audience data:

1. Commercial Banking advertisers utilized audience data to identify income and education levels suitable for certain bank accounts.

2. Commercial Banking advertisers also generally skewed towards Sociodemographic and Product Ownership (e.g. account ownership etc.) segments, compared to the broader Finance vertical.

3. Savings & Investment advertisers primarily utilized audience data to target affluent households or individuals in investment occupations.

4. In the Insurance sub-sector, data spending skewed towards Interest (e.g. auto enthusiasts) segments so that specialized insurance advertisers could identify more niche audiences.

5. Financial advertisers increased spend in B2B segments (i.e. occupation, seniority, etc.) steadily throughout the year - making it the top selling segment type of 2018.

The Eye On: Finance report is a must read for financial services advertisers as well as advertisers looking for new, more effective audience targeting strategies .

Download it now to learn more about how financial advertisers reach their target audiences.