SOURCE: Martini Media

Martini Media

April 01, 2013 12:00 ET

New Martini Media Study Reveals Key Considerations Driving Financial Brand Marketers' Investment in Digital

Mobile, Social, Video and Content-Based Advertising Set to Receive Largest Percentage of Digital Spend

SAN FRANCISCO, CA and NEW YORK, NY and LONDON--(Marketwire - Apr 1, 2013) - Martini Media, the digital media and content platform for engaging the audience with the most money and influence online, today announced the results of a new study that reveals which digital channels and formats will benefit most from financial brands' overall increase in digital media channel spending. While 40 percent of financial brands' marketing budgets will be spent on digital in 2013, which digital channels and formats will benefit varies.

With their 2012 spend as a baseline, the majority of financial brands surveyed plan to increase digital channel investments across one or more of the digital marketing channels they employ. 59 percent plan to increase their mobile spend. 58 percent plan to increase their social spend. 57 percent plan to increase their video spend. 44 percent plan to increase their rich media spend. 40 percent plan to increase their search spend. 

When asked about budget decreases, "standard display" showed the largest decline. In fact, only eight percent of financial marketers will increase budgets for standard display ads and a quarter will decrease spend. This statistic is consistent with industry reports that cross-vertical spend across digital is heavily shifting towards richer, more engaging media formats.

According to Martini Media President and CRO Tom O'Regan, "The results of our latest research series clearly show that financial brands understand how their customers consume media. Their spend shift from media channels that show diminishing return and poor audience engagement to the top performers makes that clear. Other verticals would be wise to examine these shifts and apply them to their own multi-channel spend strategies and plans." 

Reasons cited by brands for their spending plans underline the sentiment that most believe that digital is clearly worth its weight in gold.

  • 77 percent believe high impact ads can breakthrough as much as TV/Print ads, with sight, sound and motion mentioned often.
  • 58 percent agree video is vital to marketing financial services online. 

Not surprisingly, 53 percent will experiment with some form of video advertising and an additional 32 percent will shift TV dollars to online video.

According to the study, 91 percent currently leverage some form of content in their digital ads (68 percent exclusively use their own original content and 23 percent also integrate third party content). 

Digital also represents a smarter way for financial brands to reach their ideal customers. 87 percent agree it's worth paying premium CPMs on specific sites to ensure they reach their target audience. And they are clearly confident in the ability to find them as 91 percent of those surveyed believe they can reach their target audience via data and targeting. The brands also overwhelmingly (88 percent) feel they can reach these consumers by aggregating niche sites that speak to their target audience.

Martini Media's latest survey was conducted with Grammercy Institute, producers of numerous thought leadership events in financial services marketing each year, who surveyed its members throughout March 2013. 105 responses were captured. Martini Media will be presenting the findings of the research, as well as discussing what financial marketers want from digital in 2013, at Grammercy Institute's JFAM Summits in Boston on March 28, San Francisco on April 11 and Philadelphia on May 2. 

For more details about this research, you can reference the infographic by visiting

About Martini Media:
Martini Media is the digital media and content platform for engaging the audience with the most money and influence online. With more than 1,000 publishers organized across multiple lifestyle and business verticals, Martini Media has helped the world's leading brands reach over 125 million consumers across the globe that invest in their passions at work and play. Martini Media's full-service marketing capabilities encompass display, video, mobile, social, and audience targeting to effectively engage the most valuable audience online at scale. Since 2008, Martini Media has been the premier media destination where influence meets affluence. Headquartered in San Francisco, Martini Media has offices in New York, Chicago, Detroit, Los Angeles and London. Visit to learn more.

Contact Information

  • Media Contact:
    Brook Terran
    Blast PR for Martini Media
    (919) 480-4058
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