Ally Bank

The new ad illustrates how banks are going beyond traditional promotions to try and find something that customers will share on their own.

The Detroit bank wants to focus on its core business instead, but other institutions have seen rapid growth in loans for recreational vehicles and other large pieces of transportation equipment.

A new survey from J.D. Power shows that customers of digital-only banks, such as Capital One 360 and Ally Bank, are less satisfied with their banks' mobile channels than they were a year ago. Declining satisfaction among younger consumers is driving that trend.

Record originations on "better-yielding" used-car loans helped drive a 14% increase in its first-quarter profit. But Ally's shares were down Thursday on concerns of rising deposit costs.

Online banks and some credit unions are responding to Fed rate hikes by aggressively raising deposit rates on CDs, savings accounts and money market products, while the nation's biggest banks are largely standing pat — for now.