As the tax year draws to a close, the mad dash to make money stretch further begins. With nine in 10 Brits in the market for a new financial service provider over the next six months also reading news brands, publishers are the perfect partner for finance brands
Expert advice and opinion
Whether consumers are just starting out on their financial journeys, on the property ladder or settling down to retire, news brands connect with them during all stages of their financial lives.
What’s more, those in the market for financial services are far more likely than the average adult to read online news brands for practical advice from experts — a whopping 112% more likely for practical advice and 87% more likely for helping form opinions.
High consideration sectors need quality, trusted ad environments
The trust readers have in news brands’ financial content is conferred to the advertising around it, forming a halo effect. Advertisers using news brands in their campaigns see a 50% uplift in brand trust versus those that don’t.
Moreover, this trust is especially high for those in the market for financial services. Those looking to switch bank account provider are 71% more likely than the UK average to say they trust the advertising they see in their national newspaper.
News brands drive ad effectiveness for finance brands
Recall for finance ads is high. While in print, finance ads are bang on the industry average at 75%, they really come into their own on digital news brand platforms. On average, they post a recall rate of 42%, 12 percentage points higher than the industry benchmark.
Using any news brand platform in a campaign provides an uplift in very large business effects compared to those brands that do not. However, while those only using digital news brands posted an average uplift of 33%, those using both print and digital sees that increase soar to 61%.
