![US Financial Services Online Ad Spending By Objective, 2014 [CHART]](http://www.emarketer.com/images/chart_gifs/172001-173000/172128.gif "Chart - US Financial Services Online Ad Spending By Objective")
Areas like video, social media and sponsored content continue to get a lot of attention from financial marketers. Firms are experimenting with these formats and tactics in new ways to try and reach their target audience and meet an array of objectives, with the ultimate aim to drive business growth.
The financial services industry continues to primarily leverage digital advertising to support direct-response objectives. eMarketer estimates that in 2014, financial marketers will dedicate $3.84 billion, or 62% of their total digital ad spending, to direct response, with the remaining $2.36 billion going toward branding initiatives. Read the rest at eMarketer.
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