Financial Businesses to Spend Big Bucks on Local Digital Ads in 2020

‘Tis the season, but not the season you might think I’m talking about. It’s resolution season; the time of year where people reflect on the past year and come up with a, “New Year, New You” resolution. Some of the most common resolutions that people make are to lose weight, exercise, spend more time with family, get organized, etc.. Another resolution that people might make for the upcoming year is to get their finances in order. I don’t know about you, but I would rather watch paint dry than deal with the “finances” chore, but it’s one of those adulting things that we unfortunately must do. (To fast-forward through the blog and see a snapshot of some of the targeting categories that are available for the finance field, click here).

When people talk about finances, what are they exactly referring to though? There are so many different sub-verticals that fall into the finance category like banks and credit unions trying to sell mortgages, financial planners making sure people can afford college for their kids, estate planners getting people set up for retirement, and that is just naming a few. All these verticals spend money in order to reach potential new customers, and it’s no surprise that of the $18.2 billion they will spend on advertising locally in 2020, all 2019-2020 growth occurs in digital media. 

One of the reasons that the financial umbrella turns to digital media to spread their message is because more financial consumers can be targeted online and on mobile devices, and the interactivity supports immediate responses. With digital advertising you can target people by their behaviors, interests, locations, and you can also reach them in multiple ways. For example, if you’re running an Over the Top (OTT) campaign, you’re reaching people as they are engaged with their favorite television programming, and you’re targeting an audience by selecting certain behavioral and demographic categories of those you’re wishing to reach. Lets look at another example. If you’re running a Mobile Conquesting™ campaign, you’re utilizing behavioral and location based targeting, and you’re reaching people on their mobile device, the thing that people are most addicted to these days.

By reaching people on multiple devices and being able to pinpoint the exact person a business is looking to reach results in success! Think of your own consumer behavior- when you’re watching TV at the end of the day (probably not part of that New Years Resolution), chances are you aren’t JUST watching TV. You are most likely scrolling through your phone at the same time. By targeting a specific audience by certain behaviors and utilizing OTT and Mobile Conquesting™, a business could reach someone while they’re watching TV, AND reach them while they are simultaneously playing Words with Friends on their phone.

If you’re an estate planning attorney that is looking to reach an older demographic, you’re probably looking for a different audience than a bank might be if they are looking to sell a mortgage to a young couple that was recently married. To show you how targeted we can get with behavioral targeting categories, here are just a few:

OTT:

For all you go-getters, I wish you a very happy and healthy New Year! If you’re curious as to what my New Year’s Resolution will be this year, I’ll leave this as a glimpse: