Capitalize on audience interests in finance industry


Sheri Zelle
Capitalize on audience interests in finance industry

One of the most significant advantages of contextual targeting as a cornerstone of your advertising strategy is the ability to build a more compelling and complete story that resonates with your audience. 

The challenges of finance marketing

With the finance industry slowly growing its digital ad spend, marketers are looking for ways to stand out from competitors and adopt tools, tactics, and systems that are measurable so they can analyze and improve results. 

In addition to regulatory compliance requirements, finance marketers face some challenges in reaching their audience with a compelling message. There are several reasons for this:

  • Many consumers aren’t knowledgeable about financial products.
  • Content about financial products and services tends to use complex language.
  • The rocky trust relationship between consumers and the finance industry.

The right message in the right place

Effective messaging will help consumers see how they can benefit from financial products and point them to useful content so they can make informed decisions. Using plain language, free from jargon, and focused on benefits will help consumers better understand the products.

Of course, advertising isn’t the place for educational content, but educational content about financial services can absolutely be a place for advertisers to place ads. 

This is where contextual targeting can be used to capitalize on the interest visitors have in a topic. You can accomplish this by crafting ad messaging that complements the content on the page to provoke action in a context that’s more likely to generate successful conversions.

The shifting landscape of finance (and its marketing)

Though the finance industry still makes significant investments in more traditional, above-the-line (ABL) marketing campaigns and tactics, there’s a subtle shift with more of those dollars being diverted to below-the-line (BTL) tactics that allow more specific targeting. 

In particular, the push to establish digital-first business models would extend to marketing and readily open up the more cost-effective targeting opportunities available online.

Safe from Negative Finance Industry Category

Along with ensuring compliance, finance marketers need reliable sources of content that are both safe and suitable for their brand. With the new Peer39 finance industry safe category, media buyers in financial institutions can:

  • Be confident in avoiding sensitive content for the finance industry
  • Avoid negative industry commentary or news
  • Filter out misinformation or misleading content 
  • Factor in the sentiment of content 
  • Rely on auto-updates that address new events/trends

Download our information sheet to learn more about this new industry safe category and how it can enhance your advertising strategy.

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