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When it comes to marketing, relationship building is a fundamental building block, especially when it comes to customer acquisition. In financial services, an abundance of brands have historically focused more on sales activation tactics than brand building, which makes it challenging to engage new customers. That’s not to say, however, that brands should forego sales-driven marketing efforts. Personalization, a trend we’re seeing across industries, plays a significant role in lower-funnel marketing efforts. But there is a risk in neglecting brand-building efforts, as they do enable higher-performing lower funnel activations. 

To better understand the interplay between upper- and lower-funnel marketing in financial services, we recently spoke with Nate Hutchins, VP, Financial Services and Health Care. In our discussion, Nate draws on his experience and research from our recent financial services marketing white paper to highlight the importance of holistic marketing, share an example of  effective personalization, and explain how measurement can help marketers properly allocate spending for different marketing initiatives.

For additional insight, download our Financial Services Marketing: Evolving Customer Relationships white paper.

The pandemic was the catalyst for streaming services, which gained traction amongst a broader range of consumers. Over the last year, several traditional media companies dove into the streaming space, taking advantage of their vast video libraries and launching just in time to provide consumers in lockdown with more binge-worthy content. The recently launched The Gauge, Nielsen’s new monthly total TV and streaming snapshot, shows that streaming usage across all television homes has climbed to 26% of all time spent on TV. Streaming and broadcast now account for half of television time, with usage split evenly between the two channels.

Take me to the methodology details below.

“The past year has categorically shifted the television viewing landscape. Even as people begin to dive back into their pre-pandemic activities, based on the changes many made to enable streaming coupled with the variety of newly introduced services, we expect people to keep sampling and exploring their options.  Maybe just as importantly, as production ramps back up, new content will enter the space, driving additional traction,” says Brian Fuhrer, SVP, Product Strategy at Nielsen.

Hear from Brian on how the television landscape is shifting, how this total streaming and TV snapshot might evolve over time with the emergence, launch and potential consumer adoption of additional streaming services and what this might mean for content creators and advertisers.