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Spark Interest in Your Banking & Financial Services Brand with Ads That Make an Impression

Written by Tim Edmundson

The financial services industry has an opportunity sitting in front of them. Millennials are poised to outnumber baby boomers in size this year, according to PEW Research, making them the largest generation on the planet. And with Gen Z looking to start handling their own money in the coming years, that means the vast majority of your prospective customers are digital natives. And if you want to grab their attention, you need to create digital ads that stand out from the crowd. We asked our designers for some recommendations and examples for financial services companies looking to change it up and make a big impact on the industry.

Modernize Your Vision

For many, the thought of financial service ads brings to mind muted, standard colors and traditional language. And let’s face it –  financial services isn’t always the sexiest industry segment to advertise for. So rather than sticking to the status quo, consider using bright and playful colors to mix up the message and stand out with a modern design. As we previously explained, younger generations of adults are the biggest opportunity for the financial services industry, and the easiest way to capture this particular age group is by making your ad copy quippy and your images flashy. Our designers are certain that this will catch their eye better than than previous stylings of digital ads (but did make a point of recommending that you skip the use millennial pink in the case of the financial service industry).  

KISS Complicated Designs Goodbye

One of the worst things you can do in an ad is confuse the targeted viewer. You have a split second to catch their attention, and even less time to convince them your brand is worth their notice. This is a great time to employ the use of the famous KISS acronym, and keep your ad simple and to the point. 

Speaking of keeping it simple – Make sure the more compact mobile ad sizes are a consideration when approaching your next design. Mobile ads tend to function best when they are engaging but to-the-point. No one wants to spend time reading a lot of small text on their devices. According to eMarketer, Mobile spend will increase 18.8% to $15.69 billion in the financial services industry for 2019. Of course, with all the recent advancements in adtech, it may feel overwhelming to keep track of the many ad sizes out there. Take advantage of design tools like our SteelHouse Ad Builder, which will allow you to create one ad that is resized automatically across each channel.

Make Your Message Welcoming

Another point our designers made is to avoid the use of stressful and limiting language in the case of financial service ads. One of the best ways to get a viewer interested in your company is to explain what sets you apart. But rather than making your audience feel uncomfortable with complicated and esoteric language, start by distilling your message down to the bare bones. This is also not the time to use the outdated scare tactics still employed in some ads. Many people are more financially insecure than ever, and fear isn’t a great motivator for the younger generations of customers seeking financial services. Considering our former point about how millennials are the next big upcoming target audience for financial service companies, it is important to keep in mind that 75% of millennials want to say authentic and refuse to compromise personal values. Consider tapping into your customer’s desire to feel familiar with their financial service brand of choice through the use of comforting and bolstering language.

So What’s Next?

With these recommendations in mind, you should be well on your way to designing an ad for your next banking and financial services campaign that is sure to be a success. Just remember to keep your language simple and positive, and your designs bright. If the points we made about adjusting your campaign to suit future generations make sense for your company, look out for our upcoming blog on other unique audiences that the financial services industry can (and should) target.