Financial Services Content Marketing Pays Off
Yahoo says marketers’ use of native advertising is exploding, and the best-converting options for financial services content are on shopping; technology; and news and magazine publishers’ sites.
Those findings come from research released a couple of weeks ago on the Yahoo Advertising Blog. The post by Sundesh Shetty, Yahoo’s operations strategy analyst, says “The State of Native Advertising” during the first half of 2016 is that the best results for financial services marketers are on the Web, not on apps.
And these results come from a growing field in content marketing, according to Yahoo’s research titled “Native Advertising: Creative Best Practices for Financial Services Advertisers.” That study mentions that the Association of National Advertisers projects “U.S. spending on native ads will grow to $13.9 billion in 2016 and $21 billion by 2018.”
Specifically, marketers chose the native ads as the “ad unit of choice” in 2015, Yahoo says. Later in this piece, Yahoo details tips for video advertising, which a November 2015 study by the Aberdeen Group finds is the No. 1 lead-generating content.
Here’s what Yahoo says they’ve seen perform best for financial services marketers who create native ads:
- Credit Card Advertisers — Talk about customer rewards, money management or special offers.
- Tax Advertisers — Create content to emphasize urgency or offer help. But remember to speak the consumer’s language, because accounting jargon may not translate.
- Insurance Advertisers — Let consumers know that by clicking through on the native ads, they can compare plans or get a free quote. Provide them with relevant content for their needs, be they health, auto or life insurance.
- Banking Advertisers — Give consumers tips on ways to save money; if they’re eligible or pre-approved for loans or other financial products; if there are special rates and offers, such as zero-down; and convenience if, for instance, they can do all of their banking in one login.
Native video ads from financial services marketers need to be quick and relatable, Yahoo says.
“The most successful native videos tend to be about 15 seconds in length,” Yahoo’s research says of its own observations on Yahoo Gemini, “although 30-second videos can be effective in promoting intricate topics, such as life insurance or mortgages.”
Attention-grabbing, personal videos that highlight the brand’s programs and offers also work well, according to the research.
Overall Native Ad Tips
Yahoo says financial services marketers should create native ads that: “describe benefits, not features; avoid using exclamation points and other hyperbolic characters that can cheapen the look of the ad; sparingly use trademark symbols such as ™, © and ®, as they can call too much attention to the ad and disrupt from the editorial-like feel.”
What do you think, marketers?
Please respond in the comments section below.
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