Finance Advertising: Drive Campaign Results

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Finance Advertising

Compared to social, native ads in premium environments are:

+24% more likely to lead to purchase

How is the industry evolving?

As consumer trends rapidly evolve and tech innovations become more widely embraced, financial institutions and brands are contuniously seeking ways to stay agile and meet the changing needs of their customers. In banking, the rising use of mobile devices has led to mobile banking apps and contactless payments becoming part of the norm. For insurance providers, consumers want value-driven services, with a particular focus on health and wellness. Meanwhile, in real estate, people are relying more on digital tools and platforms to find and purchase properties, as well as prioritize sustainable and eco-friendly options. Across each segment, such trends are pushing brands to embrace new ways of operating and improve the customer experience online in order to grow their business in 2023 and beyond.

How has spending on advertising changed over time?

The shift to digital advertising for the finance industry is no surprise given the growing number of consumers turning to digital channels for their needs. Moreover, the ability to deliver tailored ads to consumers, resulting in improved engagement and better customer experiences, means that digital advertising spend among finance brands will only continue to increase in the years ahead.

In fact, digital ad spend for the finance industry is expected to grow by 11% in 2023, according to Statista. For finance brands to get the most out of their ad dollars, advertising on the open web represents a great opportunity – not just to reach new audiences outside the walled gardens and other channels, but also further engagement with tailored experiences and maximize business outcomes.

97% of buyers shop for homes on the internet, with 51% finding their home online. The first step in a home buyer’s process is looking online for properties (41%) followed by contacting a real estate agent (19%).

Source: National Association of Realtors, 2022

Roughly 70% of consumers searched for insurance online before making a purchase. 68% of consumers don’t have a specific insurance company in mind when policy shopping.

Source: LSA, 2021

61% of global consumers see their personal finances improving. Consumers are just as likely to discover new financial products and brands via the open web (34.5%) compared to social media (33.4%).

Source: GWI Core 2022

Pageviews for financial products and services were at its highest last year, with a peak between May and June (+106%) compared to 2021.

Source: Outbrain Platform Data, 2022

67% of millennials want digital experiences in their purchase journey.

Source: Accenture, 2021

Buyers spend an average of 8 weeks searching for a home.

Source: National Association of Realtors, 2022

CTR for financial products and services is best during Q1 and Q4. Between September and December last year, CTR increased by 23%.

Source: Outbrain Platform Data, 2022

How to get started with Finance advertising

Optimize your digital marketing strategy to attract new customers, accelerate engagement, and drive business growth.


How to increase awareness

Whether it's banking, insurance, real estate, or other financial segment, a finance brand's success in the marketplace starts and ends with consumer trust. When connecting with audiences at this stage, your objective is to place your brand in the consumer's mind by presenting them with valuable advice and interesting trends. Leverage blog posts, how-to guides, and editorial content to educate your audience, growing credibility and trust in your brand.

Key KPIs:

Viewability, CTR

Case Studies

How to engage your audience

Now that consumers at this stage are familiar with your brand, introduce other types of content that will deepen engagement. Examples include webinars, case studies, and video content that highlight the benefit of your brand and how it meets consumer pain points.

Key KPIs:

Engaged visits, landing rate, time spent

Case Studies

How to convert

At this stage, trust and engagement has been built between brand and audience. Here is where you highlight your pricing details and comparisons, communicate the option of a free trial, or showcase other benefits of your offer to prime your audiences for that desired action -- from filling out a form for lead generation, to installing or downloading your app.

Key KPIs:

Leads, installs, brochure downloads, CPL, CPA

Case Studies

Finance Ads Best Practices


Create one campaign per offer, targeting relevant audience interest categories that align with those offers (sports, lifestyle, etc.)


Headlines that pose questions tend to drive higher campaign performance. Images should be the same as ones used on your landing page for consistency.

Landing Page

Use specific landing pages that redirect the user to filling out a form in order to create leads. Advertorial-style landing pages perform best for financial products and services.

Building or diversifying media mix

One, two, or even three channels is often not enough for a robust marketing campaign. While the content of your ad is important, where you advertise says just as much about your brand among consumers.

Compared to social, native ads in premium environments are:

44 more trusted
21 more clicked on
24 more likely to lead to purchase

It's simple for marketers to adapt their existing assets to the open web, safeguard their brand, and maximize ROAS in the process.

Exceed Your Goals With Outbrain

Brands big & small choose Outbrain as part of their core media mix

Success Stories // Visa

+95% new daily visitors, +270% CTR

Visits, CTR


Success Stories // Tacotax

-42% CPL vs. social platforms

Success Stories // Matera

2.7M engaged users, 2.6x conversion rate vs. social

users, CVR


Success Stories // Dentolo

4K leads per month, -33% CPL vs. social

Leads, CPL