It’s that time of year again—consumers of all types are shopping for holiday gifts in the sales rush between Black Friday and the New Year. While they’ve got their shopping fever, they’re likely thinking about their bank accounts.
This fever, as well as the financial thoughts running through consumers minds as the New Year approaches, are two strong reasons financial brands shouldn’t miss out on holiday marketing opportunities.
For brands with financial services or educational products to sell, you’re likely to be interested in a couple of these top consumer categories as reported by the National Retail Federation (NRF):
- 60% of respondents said that they want to receive gift cards and other certificates
- 37% said that they want to receive books and other media.
Regardless of whether or not you’re looking to increase brand awareness during this financially relevant time of year, or sell your products to holiday shoppers, you’ll need to meet those consumers online.
According to the NRF, over half of respondents, 55%, plan to do their holiday shopping at least partially online—but it’s an extremely competitive game this time of year.
If your brand is going to stand out, you’re going to need data-driven insights when it comes to targeting and budgets. Most importantly, you’re going to need knockout creatives to entice consumers to click.
This holiday season, we’ve taken a deep dive into the planning and executing on digital marketing campaigns for the finance industry.
Building the best finance ads is a matter of gender and the props used in the photos.
From video ads to sponsored content, we see colorful images and videos of people performing best no matter the category.
For video campaigns, focus on specific actions, whereas for sponsored content and social media ads, colors and the lack of photo props are what’s important for performance.
Video campaigns: keep your subjects moving.
Physical activity drives the best performance from video branding campaigns. For finance marketers, keep your subjects in your videos moving for the most engagement.
We analyzed the top 2,000 video campaigns on the open web based on two key metrics—viewability and completion rate. We mapped actions in three categories to see where the highest opportunity for finance marketers is this holiday season: physical activity, vocal activity and general activity.
Going beyond the creative, here’s how finance videos can soar:
- Keep your videos between 15 seconds and 1 minute long
- Include your logo on-screen for better brand recall
- Include subtitles if needed to optimize for sound-off
- Include and overlay for better CTR
- …Or an end card to drive traffic from people who have finished your video
- Finally, Test three video creatives for the best optimization
Sponsored content: men with food are top performers when it comes to images.
The images that drive the highest click-through-rate (CTR) for finance brands this holiday seasons include food and men. Keep the animals out of the mix, though; those actually decrease CTR.
We also analyzed the top keywords to use in your sponsored content headlines and creatives. Keywords like, “options,” “senior” and “stock” can increase CTR by up to 50%.
Targeting: consumers want finance content on Tuesdays and Wednesdays, and other insights.
After you’ve built the most enticing creative possible, you’ll need to focus on meeting consumers at the best time while they’re shopping online.
We took a look at several targeting parameters to pinpoint exactly when and where finance marketers can find their consumers and audience this holiday season.
Opportunity is defined at the intersection of supply and demand. We define supply as the amount marketers are spending to promote content and products, and demand as the CTR on that content.
Here’s what we found:
You’re most likely to reach finance consumers on Tuesdays and Wednesdays.
The New Year should be a big focus for the finance industry.
Some final tips—try testing campaigns specifically for mobile devices, as well as promoting landing pages that host video content. We see high opportunity for these device and landing page types.
Finally, we’ll leave you with a little inspiration.
These brands have found success with their creative advertising campaigns on the open web—check out how Samsung, Coverfox and Lending Tree have seen recent success.
A new insurance product in Korea, Samsung Life, was able to give over 13,000 new insurance quotes in just six months.
This online marketplace for insurance needs decreases their cost per lead by 64% with sponsored content campaigns.
This popular online lending exchange saw 100% higher conversions rates by promoting valuable content to their audience.
As you test out different targeting and creative tactics for the holidays, keep in mind that reiteration is key. Keep creatives fresh and try new tactics if you start to see fatigue in your online audience.
The holiday season is a time for sharing, giving, and fun, which is exactly what you should be aiming for with your holiday campaigns—give customers and fans the chance to be a part of the action.