Advertising and Marketing Trends of Financial Services


Financial Services businesses include not only accountants, financial planners but also insurance companies and local banks and investment firms. While this group of businesses has a lot of national and large brands, the local businesses are also spending a lot in advertising and competing in their markets.  This report provides insight and analysis on businesses in Financial Services including their use of mobile and social channels and marketing behaviors, spend on content marketing, and use of co-op ad dollars. Media and technology companies selling to financial service companies can gain an understanding of what financial services businesses are buying and spending in order to attain and retain customers.  Digital agencies can learn from this the best mix of traditional and digital media that works. Leaders at financial services businesses can benchmark how they are performing in their marketing and advertising strategies.

BIA Advisory Services’ report on Businesses in Financial Services includes key data from SAM Survey of Advertising and Marketing Behaviors of Local businesses. The report also has an in depth look at the usage, spend and ROI on more than 45+ different media platforms, which fall into these groups:

  • Online Advertising (e.g., search, display ads, blogs)
  • Traditional Advertising (e.g., TV, magazines, yellow pages, direct mail, newspapers)
  • Broadcast Advertising
  • Video Advertising (e.g., website videos, YouTube)
  • Mobile Advertising (e.g., search, SMS, display)
  • Social Advertising (e.g., Facebook, Twitter, Pinterest, Instagram, promoted tweet)

Who Should Read This Report?

  • Executives in charge of marketing and/or product development targeted to  businesses
  • Senior leaders evaluating opportunities in the local business marketplace
  • Any executive with a role in selling digital or traditional media products
  • Anyone focused on the trends and direction of financial services businesses