Financial Services Industry predicted to reach $168 billion in digital ad spend by 2017

October 16, 2014

In recent months we’ve seen the financial services industry pivot toward digital advertising in response to diminishing returns from more traditional approaches. The industry is putting significant budget behind digital with total spend predicted to reach $168.4 billion by 2017 (Rnr Market Research; ‘2020 Foresight Report’). In our business, we’re not only seeing the financial services become increasingly interested in digital, but also a willingness to explore a variety of newer formats and approaches within digital, including audience buying, content marketing and new lead capturing techniques.

What separates the financial services industry from others that are also moving toward newer digital approaches at speed, is the additional complexity that regulation and compliance requirements brings to the table. To manage this additional layer takes expertise and picking the right partner can make or break a campaign – for the financial services industry, it’s not just a matter of finding a partner with good skills in the creative development, media buying and optimizing department. Financial service advertisers must demand partners that bring an understanding of regulation, compliance needs and legalese to their campaigns, if they are to avoid panic-attack inducing compliance dramas and costly regulatory charges.

At Tapstone, we have worked and continue to work, with some of the best known brands within the financial services industry. In doing so we’ve developed a best in class approach to digital advertising and lead generation, specific to the industry, which draws on the best elements of data analysis, content marketing and lead capture campaigns to deliver meaningful results. For example: working with multiple leading automotive insurance brands, we’ve been able to optimize front end creative appeals, content integration, and a very specific optimization strategy to drive 10s of thousands of heavily qualified leads per month.

If you want to know more about how we could help your financial services company, get in touch with our expert team.