Big brokerage firms and consumer banks cannot afford to fall behind in their online advertising. It's a critical medium these days, and the sophistication of the advertising continues to grow. For example, TD Ameritrade's upcoming Web campaign features three three-month "seasons" for a Web show called "The Invested Life," reports the New York Times.

The show features real-life consumers paired up with independent financial advisers--who are not TD Ameritrade employees--who advise them on financial issues, like retirement, taxes, real estate, managing debt, saving for college and the like.

The first episode is slated to run through December, the second will run in the next quarter, and the third in the quarter after that. The "Invested Life's" host will be Suzanne Sena.

The campaign is said to have cost up to $10 million and will appear on msn.com.

Of course the show will be supplemented by rich social media offerings. It will be interesting to see what kind of ROI this generates and whether others will follow suit. It seems like a good way to tap younger customers.

For more:
- here's the article

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