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The Media Tracker: more financial ad spend

The Media Tracker: more financial ad spend

Halfway through Q2, financial companies are pouring dollars into advertising

Melanie Singer
May 02, 2024

The Media Tracker

Welcome to May where we kick things off by diving into financial company ad spend.

Also, if you’ve been enjoying The Media Tracker thus far, please spread the word to coworkers and friends to sign up! No one likes a gatekeeper and I’d imagine that one friend in a RevOps role could benefit in knowing US Bank is back in the ad game 👀

What's 🔥 Right Now

The Financial Flight

E*Trade is running ads across NYTimes this week, with messaging on how they can take your financial goals to the next level.
Grant Thornton is running ads across WSJ this week, promoting their services within their private equity sector.
UBS is running ads across The Atlantic this week, promoting their wealth management services, helping customers make decisive decisions.
Silicon Valley Bank is running ads across WSJ this week, with messaging that focuses on 40 years in serving high growth companies.
Mercury is running ads across Axios this week, promoting their blog post on the startup guide to simplifying financial workflows.
SPDRs ran a HPTO across WSJ this week, promoting their XLF Financials.
US Bank is running ads across Puck this week, driving to a piece on how they’ve partnered with Minnesota college to embrace financial well-being.

The thought: each year we tend to see a specific sector dominate the media ad market. It’s becoming more and more clear halfway through Q2 that financial companies are pouring dollars into advertising. As brand approval ratings have become more important in recent years, native advertising is seemingly financial companies’ number one route to drive their desired brand awareness.

Ads across the web this week

Tech: AT&T Business (Forbes), UpWork (NYTimes, WSJ), Oracle (WSJ), EY (Quartz), Canva (NYTimes)
Aerospace/Defense: Boeing (Roll Call)
Automotive/Transport: Norfolk Southern (WSJ)
Business/Finance: E*Trade (NYTimes), Grant Thornton (WSJ), UBS (The Atlantic), Silicon Valley Bank (WSJ), Mercury (Axios), PwC (Semafor), SPDRs (WSJ), Accenture (Fortune), US Bank (Puck), Enterprise Mobility (Fortune)
Non-Profit: The Michael J. Fox Foundation (Axios)
Travel: Exodus Travels (NYTimes)
E-Commerce/Retail: Van Cleef & Arpels (NYTimes, The New Yorker), Pratt Industries, Inc. (WSJ), MaxMara (Air Mail)
Entertainment: Doris Duke Foundation (NYTimes), Merrily on Broadway (NYTimes), Manhattan Theatre Club (NYTimes), Hulu (WaPo, The New Yorker), Hadestown (NYTimes), EffecTV (Axios)

Notable Campaigns

Pratt Industries, Inc. ad on WSJ

Pratt Industries, Inc. ran a HPTO across WSJ on 4/29, running general brand awareness messaging.

AT&T Business ad on Forbes

AT&T Business is running a week-long HPTO across Forbes, promoting how reliable AT&T is for your business.

The Michael J. Fox Foundation ad on Axios

The Michael J. Fox Foundation ran a HPTO across Axios on 4/29, driving awareness towards their efforts to pass a national plan to end Parkinson’s disease.