This week we continue the tradition of recapping the most notable brands spending on advertising across ad tech platforms, consumer media and B2B industries. And, of course, this is all styled after the most involved carol out there: the 12 Days of Christmas.
On the seventh day of Christmas, MediaRadar sent to me:
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Banks and financial service companies may need to count every penny, but that doesn’t mean they’re all Ebenezer Scrooge when it comes to advertising spend. Today, we look at the ‘seven banks a-buyin’: seven financial services spending on digital ads in 2019.
These financial companies have both a B2B and a consumer audience; and it looks like they make a point of blurring these lines as they advertise personal banking services to financial professionals. It’s sure to get anyone who loves spreadsheets and a competitive interest rate in the holiday spirit.
These are the top seven financial companies who have spent the most on digital advertising in 2019 so far.
InteractiveBrokers, one of the top online brokerages around the world, has spent $55 million on digital ads in 2019. Naturally, the group advertisers primarily on finance publications, like Investor’s Business Daily and Investors.com. IBG was also featured in our list of the top B2B advertisers from 2019.
E*Trade, one of the earliest electronic trading platforms, has spent $42 million on digital advertising in 2019. Digital spend includes native advertising around investing education and more direct display ads focused on traders.
The popular online trading platform has spent $33 million on ads in 2019. TD Ameritrade will soon be acquired by Charles Schwab in an all stock deal valued at $26 billion. As we reported earlier this month, “The combination of the two financial titans will create an immense brokerage and wealth management firm, with at least $5 trillion in assets and 24 million clients.”
Vanguard founder John C. Bogle was famously vocal about his opposition to heavy marketing efforts. Despite Bogle’s criticism, Vanguard has spent $14 million on advertising in 2019. The display ads coming from The Vanguard Group do tend to stay within the parameters of the Vanguard vision as a low-cost, consumer-friendly platform.
PayPal has spent $12 million on advertising this year, running digital ads focused on its core B2B business and its consumer offerings through Venmo and Xoom.
Charles Schwab, which just spent $26 billion to purchase TD Ameritrade, spent a surprisingly low amount on digital advertising in 2019: just $9 million.