Financial services companies – banks, insurers, brokerages – invest a lot of money in direct response marketing: more than six out of 10 dollars (the latest estimate from eMarketer’s 2015 survey). And this year, digital ad spending by the category is expected to increase 14.5% to reach $7.19B (62% of the spend is categorized as direct and 38% as brand advertising).
The category investment in digital advertising is predicted to continue to grow by double digits. However, it is important to note that the category share of spend as a percent of total digital advertising spend across all categories is declining, creating increased competition for consumer mind share.
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