ONLINE ADVERTISING FOR FINANCIAL SERVICES
As the bulk of financial services moves online, display advertising becomes a strategic marketing channel. Media Mind analyzed over 28 billion online ads to uncover best practices and what works for financial campaigns.
$2,708m Online display advt.
US advertising for financial services by media
A study by Kantar Media estimates that the financial services industry invested $2.7 billion in online display advertising. This is the highest investment out of any advertising channel.
$699m Cable TV networks
Amount invested by financial services industry in online display advt.
$567m Consumer magazines
Significantly more users Dwell and engage with banners as compared to those who click or convert on the advertiser's website. Therefore, it is important to provide an engaging experience within the banner and not to wait for the site.
4.26% DWELL RATE
0.92% Impressions with any interactions rate
0.14% Post impression conversion rate
0.16% CONVERSION RATE
0.03% Post click con-version rate
Best performing financial placements
For direct response, most environments trail pretty close to the average Conversion Rate. Maps. Travel. Auto. Entertainment. News. IM. Homepage and others have an above average Conversion Rate.
Who spends the most in financial services?
18% Home owners & other insurance
6% Brokerage & investments
11% Credit cards
12% Car insurance
Conversion rate and CTR by segment
0.070% credit cards
0.20% broker and investments
0.09% Car insurance
- 0.16% Standard banner
- 0.17% Polite banner
- 0.19% Expandable banner
- 0.24% Overlay
- 0.35% Homepage takeover