Published in Ad Age, this whitepaper is a data-rich look at the state of financial services marketing; it draws upon figures from Kantar Media Intelligence, Audiences, CMAG, and Compete. Did anyone really expect that in 2011 insurance companies as a category would spend more on U.S. measured media than the nation's banks and credit-card companies -- combined? That 70% of consumers would trust online services enough to conduct banking transactions, and use smartphones to deposit checks into a bank account? This report looks at the biggest spenders in the category and market share, as well as the forces that are changing the marketing of financial services.

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