The Media Tracker: no slowing down for financial companies

Financial ad spend continues to dominate the publisher ad market even at the start of Q2

Author

Melanie Singer
April 04, 2024

The Media Tracker

Welcome to Q2 where we kick things off by jumping into financial companies…again!

What's 🔥 Right Now

The Finance Ad Spend That Doesn’t Stop

  • Charles Scwab ran a HPTO across WSJ this week, promoting their thematic investing. They’ve also been running RON ads across WSJ in recent weeks.

  • UBS ran a HPTO and RON ads across WSJ this week, promoting their financial advisor services that can cater to customer needs.

  • Silicon Valley Bank ran a HPTO across Fortune and RON ads across WSJ this week, pushing messaging on 40 years of experience in their services.

  • Bank of America is running a week-long HPTO across Forbes, promoting Merrill’s advisors.

  • Northern Trust is running ads across WSJ this week, promoting their business owner services.

  • Goldman Sachs is running ads across Axios this week, promoting an array of their podcasts, from The Future of Four Wheels, to Hedge Fund Outlook.

Newsletter Rundown

The thought: financial ad spend continues to dominate the publisher ad market even at the start of Q2. While some messaging remains the same, like SVB’s “yes, SVB,” others are tapping into fresh branded material to draw in new customers.   

Ads across the web this week

Notable Campaigns 

Charles Schwab ad on WSJ

Charles Schwab ran a HPTO across WSJ on 4/1, promoting their thematic investing.

Silicon Valley Bank ad on Fortune

Silicon Valley Bank ran a HPTO across Fortune on 4/1, as they continue rebuilding the public’s trust with messaging on how they’re there for you through every business stage.

Bank of America ad on Forbes

Bank of America is running a week-long HPTO across Forbes, promoting Merrill’s advisors.

PwC ad on Semafor

PwC is running a week-long HPTO across Semafor, drawing awareness to the SEC’s climate disclosure rules in expanding ESG reporting.

Balenciaga ad on Air Mail

Balenciaga is running a week-long HPTO across Air Mail, promoting their Closet Campaign.

GE ad on WaPo

GE ran a HPTO across WaPo, WSJ, and Bloomberg on 4/2, announcing GE Vernova becoming an independent company on the NYSE.

Cartier ad on NYTimes

Cartier ran a HPTO across NYTimes on 4/3, promoting their Trinity collection.

Dell Technologies ad on WSJ

Dell Technologies ran a HPTO across WSJ on 4/3, promoting new brand messaging around how their technology can power new ideas.

Meta ad on Politico

Meta is running a HPTO across Politico today, 4/4, promoting the metaverse.

UBS ad on WSJ

UBS is running a HPTO across WSJ today, 4/4, promoting their financial advisors and how they’ll cater to customer needs.

Hulu ad on Vox

Hulu is running a HPTO across Vox today, 4/4, promoting the show The Untold Story of Art, Beats + Lyrics.

Newsletter Tracker

HSBC sponsorship on Semafor Flagship

Here's a link to the full newsletter list

Across the newsletter tracker, this week has a STR of 44%, 14% down from last week 💵

New Branded Content

First Horizon studio piece on WSJ

Industry News + Product Launches

  • Punchbowl News launched a project called The AI Impact, presented by Google, which will dive into the way different industries + government are embracing the technology

  • NYTimes will soon launch narrations via automated voice for the majority of their articles…

  • …along with the NYTimes tapping into visuals to further promote their podcast offerings

  • The Webby Awards have been announced—congrats to all who were nominated 🎉

  • Slate launches into the game world with their new crossword puzzle

Here's a link to the full branded content list

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