Incumbents take the pedal off ad spending to compete with fintechs
- Banks and insurance companies are redistributing their ad spend budget to technology and innovation to compete with challengers.
- Insurance companies will account for 45.6% of the industry’s ad spend.
Digital ad spending in the financial sector is likely to slow down in 2021, according to Insider Intelligence. The rapid rise of fintechs will likely force the industry’s incumbents to reel back on ad spending. Instead, they’ll turn their attention and funds to technological innovations to compete with fintechs.
Financial services institutions are expected to spend up to $24.5 billion on digital ads in 2021. Although that’s still some $4 billion more on ad spend than in 2020, spending growth is expected to grow by 16.7% — that’s down from the 20%+ growth in 2019 and 2020. This trend is expected to continue over the next three years. The financial services industry will collectively spend more on digital advertisements — up to $30.8 billion — but ad spending growth will slow to 11.3% by 2023.
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