Financial services advertisers are emphasizing online banking during the pandemic Summary List Placement Despite this year's decline in total ad spending in the US, the financial services industry will increase its digital ad outlays. The pandemic has prompted many consumers to reassess their personal finances and change how they bank, leading the industry to continue spending on digital ads. We expect digital ad spending in the US financial services industry will increase 9.7% in 2020, to reach $19.62 billion. Consumer banks have closed a significant number of branches, temporarily or even permanently, because of the pandemic. Without a physical location to visit, many consumers have shifted to online banking. According to an April 2020 William Mills Agency survey conducted by The Harris Poll, 73% of US adults said they were more likely to use digital banking and digital payments during the coronavirus pandemic. In response to the online banking surge, banks and other financial services providers are focusing on improving the customer experience of their digital properties.