Native Advertising: Creative Best Practices for Financial Services Advertisers

Native Advertising: Creative Best Practices for Financial Services Advertisers

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Introduction In 2015, native proved to be an ad unit of choice—driving action, conversions, brand storytelling, and premium content creation. As users cross over from desktop to mobile experiences, advertisers confront an even greater need to shift spending from traditional formats that don’t perform as well on mobile devices. While native ads work across screens, they are conceived with a mobile-first mindset and have been proven to work on mobile. Although the native advertising ecosphere is relatively new, the Association of National Advertisers estimates that U.S. spending on native ads will grow to $13.9 billion in 2016 and $21 billion by 2018. With powerful performance and enhanced user experience, the native ads marketplace

U.S. Native Ad Spend to grow to $13.9 billion in 2016 and $21 billion by 2018.

is positioned to remain a dominant player in digital advertising. We hope the following guide for financial advertisers helps you get started with your native ad creative.

Tips for Native Ad Copy Copy should read naturally and conversationally but still give users an indication of the product or services offered. • Native ad copy should 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.

For more tips on ad copy, you’ll appreciate our “Write Ad Copy that Converts” eBook.

Native Advertising: Creative Best Practices for Financial Services Advertisers

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Incorporating Images Beyond the Logo Images need to be compelling. Think beyond a logo.

Entice Your Audience Try something to draw the user in. For instance, use a picture of a resort for a travel site or a sleek car racing down a road for an auto advertiser.

Best Face Forward Incorporate people’s faces whenever possible. According to a recent study based on internal Yahoo data, ads that showed faces performed significantly better than those without faces.

For more tips on ad images, refer to our “Choose Images that Connect” eBook.

Native Advertising: Creative Best Practices for Financial Services Advertisers

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Best Practices for Financial Services Advertiser Categories According to what we’re seeing work best on the Yahoo Gemini platform, we recommend that financial advertisers highlight the following in their native ad creative to drive performance:

Credit Card Advertisers

Rewards Programs for air miles, cash back, and exclusive perks are a great way to distinguish yourself from the competition.

Money Management Include specific options to benefit the card owner. Special Offers Promote special rates and features that your competition can’t compete with.

Native Advertising: Creative Best Practices for Financial Services Advertisers

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Tax Advertisers Emphasize Urgency

Offer Help

Speak the Consumer’s

Tax season is only a few

The process of doing one’s

Language

quick months of the year,

taxes can be overwhelming.

While everyone pays taxes,

so be sure to use attention-

Highlight any tutorials

not everyone understands

grabbing and time-sensitive

or other resources you

accounting jargon. Don’t

ads. Tests have shown

provide. Remember that

botch the opportunity to

conversion rates of 2X when

convenience and simplicity

connect with your audience

using