Display advertising

Our paid media approach is designed to highlight the right information, at the right time, to prospects and move them through their digital journey. Online display advertising plays a critical role in this journey to both raise awareness and knowledge of the Ameriprise Financial brand. Our goal is to reinforce our value proposition and the benefits of working with a financial advisor.

In 2023, we developed a suite of digital ads that utilized bold messaging and thought-provoking questions around specific financial goals and priorities. These goals represent important topics that the Ameriprise Financial target audience is asking at various life stages or during market events. Key topics and themes included: 

• Retirement planning
• 401(k) planning
• Saving for education
• Leaving a legacy
• Getting a second opinion
• Market volatility

The ads generated strong results, delivering +13.9M impressions and outperforming the firm’s display benchmark CTR by +25%.

Presented below in static storyboard format, each frame represents animation/movement.