Banks spent circa $50m on online ads in 12 months

November 15, 2021 9:08

In the 12 months to 31 August ten major banks in Australia received approximately 9.2 billion online ad impressions and spent over $50 million to do so, according to AdClarity and Similarweb data.

In turn this, along with just under $15 million spent on ‘search’ and also organic traffic, delivered 204 million unique visitors to their websites.

Unsurprisingly the Big Four were the top spenders and had the largest share of voice. However only three of the big four were the top performers in terms of driving unique traffic (share of behaviour). Bendigo Bank and ING’s efficiency ranking was higher than their spend ranking – forth and fifth, versus seventh and eight, while the NAB’s and Bankwest’s performance suggests an inefficient spend.

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Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.