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How The Top Financial Services Digital Advertisers Were Spending in Q4

Jordan Kramer

Digital ad spend for the Financial Services Category dropped to $460M in the Fourth Quarter of 2016, down from $541M the previous quarter. While Q3 saw a 22 percent surge from the $443M spent by the category in Q2, the spike was short-lived and dropped back under $500M at the end of the year. 
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Topics: Reports, Financial Services Category

Brand of the Week: Bank of America

Jordan Kramer
When you come across an ad online with the title “How to Start Difficult Conversations About Cognitive Decline,” you may not immediately think of banking.
 
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For Bank of America, however, their recent content strategy has progressed to highly coordinated native creatives and landing pages with how-to advice centered around the theme of family values:
 
  • How to bring children into the family business
  • How to talk to a loved one about financial management
  • How to comfortably retire with a financial advisor
The banking behemoth is hitting home with their messaging.
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Topics: Brand of the Week, Financial Services Category

Brand of the Week: Aflac

Jordan Kramer
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Two recent events surely helped shape Aflac’s digital buying strategy over the last thirty days: The Grammy’s & Valentine’s Day. How do these two events even mix? Millennials most likely watched the former and celebrated the latter, even possibly with a proposal. In an effort to appeal to “lifestyle” heavy millennial consumers, Aflac ran many creatives using that very term. From marriage to music, if there is a way to capture the attention of a generation that has expressed anxieties about life and health insurance, Aflac is trying to find it. Here’s how they’re doing it.
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Topics: Brand of the Week, Financial Services Category

The Top 3 Insurance Creatives of 2016

Jordan Kramer
In an age where brands are competing fiercely across a multitude of digital device types for the attention of consumers, it is crucial for advertisers to choose their creative investments wisely. But, how do you choose between devices - desktop, desktop video, mobile, or mobile video? Or creative types - image, HTML5, in-banner or in-stream video, etc? The answers aren't easy, because it depends on where your audience is, and also where your competitors are.
 
We compiled the top creatives by spend from the insurance sector during 2016 to see how big spending brands like Progressive, Geico, and State Farm were investing their ad budgets. We also examined the sites the creatives ran on, and historical trends throughout the year. Use this data to power your own strategy, whether you’re in the Financial Services  category or not, to benchmark your own campaign spend and goal objectives. 
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Topics: How to Build More Effective Ad Campaigns, Financial Services Category

Brand of the Week: Experian Consumer Services

Jordan Kramer
Subscribe to our newest report -- The Brand of the Week!
 
Looking to rent a new place, buy a car, or a home? Experian Consumer Services is looking for you online! The advertiser has ramped up their digital spend significantly in 2017, dropping just over $1M across display, mobile, and video in the past thirty days alone. During the same timeframe last year, Experian Consumer Services only spent $364K on digital. Where are they investing their increasing ad budget? See more insights from their digital strategy below, or download the full Brand of the Week report in its entirety here
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Topics: Brand of the Week, Financial Services Category

The Top Ad Types Used By Credit Reporting Companies

Jordan Kramer
 
The Financial Services category is typically a front-runner on digital in terms of spend. The enormous category encompasses everything from insurance and banking, to tax filing software and credit score monitoring. The niche verticals within the behemoth category represent individually competitive marketplaces, with every brand involved fighting for a piece of the revenue pie. As more and more consumers are managing their finances online, digital advertising has become a critical channel for brands to invest in.
 
Credit reporting companies, such as TransUnion, shell out serious digital ad dollars every year in an attempt to get your attention. Chances are, after filling out your credit information once, you will use that service again instead of repeating the process. As the credit reporting vertical gears up for their next big wave of spending - usually late Spring to early Summer - let’s take a look at the most popular ad types used by the top credit reporting companies. Here is a peak into the digital strategies of Credit Karma, Equifax, Experian Consumer Services, and TransUnion for 2016.
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Topics: How to Build More Effective Ad Campaigns, Financial Services Category

Digital Competitive Intelligence Report: Equifax vs. TransUnion

Jordan Kramer
We recently looked at digital trends amongst the top credit reporting companies during 2016, including Experian, Credit Karma, Equifax, and TransUnion. This extremely competitive market relies heavily on desktop/display advertising to get the attention of consumers in need of credit score information and monitoring. Equifax and TransUnion, two of the biggest contenders in the space, compete daily for share of wallet from their target audience. But how are they competing with their ad strategies?
 
Using Pathmaticsproprietary, real-time digital spend and impression data. We looked at the current advertising strategies for Equifax and TransUnion. This data, covering desktop, mobile, and video placements, uncovers how each brand is spending their digital budgets, the sites being targeted, and partner insights. Here’s a look at how their buying plans are stacking up so far in 2017.
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Topics: How Ad Intelligence Can Boost Performance, Financial Services Category

Brand of the Week: Credit Karma

Jordan Kramer
Subscribe to our newest report -- The Brand of the Week!
 
New Year, new credit score? That’s what Credit Karma, Inc. is hoping might be on your mind, especially if you have some holiday credit card bills looming. The credit reporting and monitoring company, founded in 2007, invested 84% of their digital spend over the last thirty days on desktop/display advertising placements, totaling over $1.3M. The brand released 641 unique creatives across an average of 288 sites per day, but with a focus on top site Yahoo.
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Topics: Brand of the Week, Financial Services Category

How Credit Reporting Companies Are Spending on Digital

Jordan Kramer
Whether you’re moving, applying for a credit card or loan, or just want to keep overall tabs on your financial profile - you’re going to need to know your credit score. Credit reporting services and agencies make up a huge industry dedicated to one thing: giving you your credit score and monitoring that score for you. Revenue for TransUnion in Q4 of 2016 alone exceeded $436M, meaning that there’s generous advertising budgets to fulfill that level of revenue.
 
Experian, Credit Karma, and Equifax join TransUnion in providing the same types of services in the credit reporting vertical. With nearly $38M spent between the four companies in 2016 across channels, how exactly were these credit reporting companies spending their budgets? We looked at how the brands dolled out their dollars per ad type between desktop, mobile, and video placements, and which buying partners they spent the most with during 2016. Read on for our findings. 
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Topics: How Ad Intelligence Can Boost Performance, Financial Services Category

H&R Block vs. TurboTax: Which Company Is Spending More On Ads To File Your Taxes for Free?

Jordan Kramer
January is a big month for tax software advertisers as the government officially started reviewing tax returns on the 23rd. While the clock continues to tick towards April 15th, tax brands are beginning to sharpen their competitive,  creative claws  as they duke it out on  top publishers sites . The fight for brand awareness, before consumers even begin to think about filing their taxes, was a clear motivator this year as companies released large campaigns right after the ball dropped on 2016.
 
H&R Block and TurboTax are two of the most recognizable brands when it comes to tax preparation software in the consumer financial services category. We took a closer look at how each advertiser is spending their budgets online, and where they're spending it. While TurboTax is outspending H&R Block on digital, by a lot, is that strategy working?
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Topics: How Ad Intelligence Can Boost Performance, Financial Services Category

About Pathmatics

Pathmatics provides unique, actionable insights that deliver a proven competitive edge to Brands, Agencies, Adtech, and Publishers.

Ad buyers use Pathmatics’ competitive ad intelligence to optimize their branding and advertising while outsmarting their competitors. Ad sellers use Pathmatics to increase revenue with data-informed prospecting and insight-driven proposals.

Pathmatics is headquartered in Santa Monica, CA and is backed by Upfront Ventures, BDMI, and other leading venture funds.

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