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The Media Tracker: Financial Companies Lean On Top Dollar Ad Placements

Financial companies tap into ad messaging to spread lesser-known initiatives and build on their reputation

Author

Melanie Singer
September 28, 2023

The Media Tracker

This week we're diving into financial companies spreading awareness towards lesser-known initiatives through HPTOs and more.

What's 🔥 Right Now

The Financial Uptick 📈

  • Bank of America is running a multi-day HPTO across NYTimes and WashPo this week, with messaging around supporting customer financial goals.

  • American Express is running a week-long HPTO across Forbes, promoting Member Week.

  • Goldman Sachs is running ads across WSJ this week, focusing on their global Alternative expertise and insights.

  • Wells Fargo is running ads across Axios and a studio piece with Bloomberg, diving into how the financial institute is giving back, whether it be affordable housing or through sustainability efforts.

  • Visa launched a studio piece with Axios, focusing on their efforts to support Growth Corporate companies.

  • Mercury is running ads across Axios this week, drawing users to founder stories and how they’ve built their companies with Mercury.

Newsletter rundown

  • Fidelity Investments is sponsoring Axios Pro Rata, focusing on equity management.

  • Goldman Sachs is sponsoring Axios Macro, sharing their perspective on the AI industry along with 10,000 Small Businesses.

  • Mercury is sponsoring The Briefing, from The Information, driving readers to an article around key metrics that startups should focus on when it comes to fundraising.

The thought: financial companies are putting more effort into messaging that will assist them in withholding a positive reputation within the financial space through top dollar ad buys.   

Ads across the web this week

Notable Campaigns

The Coca-Cola Company ad on Politico

The Coca-Cola Company ran a HPTO across Politico on 9/25, driving to a studio piece around economic growth.

Constellation ad on The Hill

Constellation ran a HPTO across The Hill this week, driving awareness around them being leaders in carbon-free energy.

Bank of America ad on NYTimes

Bank of America ran a HPTO across NYTimes on 9/25, 9/27, 9/28 and WashPo on 9/26-9/28, promoting their financial education videos, tips, and articles.

Meta ad on WashPo

Meta ran a HPTO across WashPo on 9/25 and Politico today, 9/28, promoting the metaverse.

American Express ad on Forbes

American Express is running a week-long HPTO across Forbes, promoting their member benefits week.

Pacific Life ad on WSJ

Pacific Life ran a HPTO across WSJ on 9/26, with general brand awareness around how they can help you reach your retirement and life insurance goals.

Expedia Group ad on Axios

Expedia Group ran a HPTO across Axios on 9/26, driving to their branded content piece on how their B2B expansion is changing the way we travel.

NSSGA ad on Roll Call

NSSGA ran a HPTO across Roll Call on 9/27, drawing attention to Hill Days 2023, where organizations come together to pass key transportation legislation.

Chrome Enterprise ad on WSJ

Chrome ran a HPTO across WSJ on 9/27-9/28, drawing awareness towards their product and how secure the enterprise is for every organization.

Wells Fargo ad on Bloomberg

Wells Fargo ran a HPTO across Bloomberg on 9/27, driving to a studio piece that drove awareness to Wells Fargo investing $250M in debt and equity.

Newsletter Tracker

Fidelity Investments sponsorship on Axios Pro Rata

Here's a link to the full newsletter list

Punchbowl released their second edition of The Vault, sponsored by Coinbase

Across the newsletter tracker, this week has a STR of 70%, remaining steady from last week 💸

New Branded Content

Wells Fargo studio piece on Bloomberg

Here's a link to the full branded content list

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