- Terungkapnya 12 merek layanan keuangan teratas (berdasarkan belanja iklan)
- Bagaimana industri keuangan menginvestasikan $610 juta untuk iklan selama tahun fiskal 2023-24
- Target demografis teratas di Australia untuk iklan keuangan
- 1,4 juta warga Australia mempertimbangkan untuk mengalihkan reksa dana super
Sydney, Australia – October 2, 2024 – Nielsen has released its most recent Ad Intel dan Consumer & Media View (CMV) data on the finance industry in Australia, as the sector ramps up ad spending by 9%, year-on-year.
Commonwealth Bank adalah pengiklan teratas di sektor ini, diikuti oleh ANZ dan Westpac.
Meskipun merek-merek keuangan terkemuka di Australia sangat banyak berinvestasi dalam iklan untuk mempromosikan layanan mereka, rata-rata, sponsor perusahaan adalah investasi iklan terbesar kedua, diikuti oleh produk superannuation, pinjaman rumah, debit dan kredit, dan layanan perbankan pribadi.
Di belakangnya adalah layanan perbankan bisnis, diikuti oleh penawaran investasi real estat, dana kelolaan, dan produk e-banking.
Additionally, Nielsen Consumer & Media View (CMV) data shows that 1.4 million Australians are currently looking to switch super funds, while 2.9 million are considering changing banks. 34% of them say it’s because of high fees, 33% want better interest rates, and 21% plan to do so because of poor service.
Rose Lopreiato, Nielsen Ad Intel’s Australia Commercial Lead, said: “In a highly competitive market like financial services, understanding where and how much your competitors are spending on advertising is crucial. Nielsen’s Ad Intel data reveals that ad investment in the finance sector surged by 9% year-on-year, with top brands like Commonwealth Bank, ANZ, and Westpac leading the charge. With $610 million invested across platforms, TV, General Display/Video, and Social Media emerged as the top three ad mediums. As digital channels continue to gain credibility and influence, brands need comprehensive insights into ad spend trends across both traditional and digital platforms to stay competitive.”
*Source: Nielsen Ad Intel 2021 – 2024
**Source: Nielsen CMV – 2024 Survey, March – August
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