The beginning of the year is a great time for financial planners, accountants, investment companies and insurance agents to work on their advertising. Consumers engage with these types of businesses throughout the year for different needs from investing for big events to getting their taxes done. Financial and Insurance companies use 11 different ad channels.

SAM ™ BIA’s Survey of Advertising and Marketing found in the most recent report that financial services local businesses split spend between traditional and online ads. For digital, the largest spend is on email and social ads. On the traditional side, direct mail and newspapers get a large portion of their ad spend.

On the promotional side, websites and free social pages are the most popular channels. When asked what they will be adding to their marketing mix in 2019, email marketing and videos were top choices. What can sellers do to gain financial service ad dollars?

There’s opportunity in targeting their audiences, showing how your ads can get in front of their customers and how your audience is unique. Additionally, helping them promote their offers through video on social media and email as they see a high ROI from offers they make in local.

The Financial report is available in our online store. For access to the full SAM™ survey data in a searchable and downloadable format, subscriptions are available to BIA ADVantage, our local advertising intelligence dashboard. Additional information about BIA’s SAM study can be found here.