Best Practices for
Fintech Native Advertising

Native advertising is a powerful tool for fintech companies looking to educate their audience, build trust, and drive growth. To achieve success, follow these best practices to ensure your campaigns are effective, compliant, and resonate with your target audience.

1. Focus on Education and Value

Fintech products can be complex, and many consumers may not fully understand the benefits or features you offer. Native advertising gives you the space to educate and provide real value. Prioritize content that addresses common financial challenges and offers actionable insights.

Examples of Educational Content:

• “5 Steps to Improve Your Credit Score”
• “How to Choose the Right Small Business Loan”
• “Investing 101: A Beginner’s Guide to Building Wealth”

Why It Works:

• Positions your brand as a trusted resource.
• Helps potential customers feel informed and confident.
• Builds long-term relationships based on value, not just transactions.

2. Align Content with the Customer Journey

Different types of content resonate at different stages of the customer journey. Create native ads that guide users seamlessly through awareness, consideration, and decision-making stages.

Awareness Stage

• Content: Industry insights, explainer articles, and financial trends.
• Example: “Why Millennials Are Turning to Digital Banking”

Consideration Stage

• Content: Comparison guides, success stories, and detailed product breakdowns.
• Example: “Top 5 Personal Loan Options for 2024”

Decision Stage

• Content: Case studies, testimonials, and detailed how-to content.
• Example: “How Our Investment App Helped Thousands Achieve Financial Freedom”

Why It Works:

• Meets potential customers where they are in their decision process.
• Provides relevant information that encourages progression to the next stage.

3. Choose the Right Platforms

Selecting the right native advertising platform is crucial for reaching the correct audience and achieving your goals. Different platforms offer unique strengths depending on your target audience and campaign objectives.

Top Platforms for Fintech

1. Taboola: Best for top-of-funnel awareness on major news sites like CNN and USA Today.
2. Outbrain: Ideal for distributing educational content and customer stories on reputable sites.
3. Yahoo Native: Great for reaching finance-savvy audiences on Yahoo Finance and related platforms.
4. Nativo: Offers seamless branded content integration within publisher sites.
5. TripleLift: Best for programmatic native campaigns that combine display, video, and native ads.
6. RevContent: Excellent for reaching engaged audiences on niche, high-quality publisher sites.
7. LinkedIn Sponsored Content: Perfect for B2B fintech targeting professionals and decision-makers.
8. LiveIntent: Effective for programmatic ads within email newsletters.

Why It Works:

• Ensures your content reaches the right audience in the right context.
• Aligns your messaging with platforms your audience already trusts.

4. Stay Transparent and Compliant

In the fintech industry, transparency isn’t just a best practice—it’s a requirement. Financial advertising must adhere to strict regulations to avoid misleading claims and maintain credibility.

Key Transparency Guidelines:

• Clearly Label Sponsored Content: Ensure readers know the content is an ad with clear “Sponsored” or “Promoted” labels.
• Include Disclaimers: Provide necessary disclaimers to comply with financial regulations (e.g., loan terms, investment risks).
• Avoid Exaggerated Claims: Be truthful about your product’s benefits and outcomes.

Why It Works:

• Builds trust by being upfront with your audience.
• Reduces the risk of regulatory penalties or ad disapprovals.
• Positions your brand as honest and credible.

5. Create Engaging and Relevant Headlines

Your headline is the first thing your audience will see. It needs to be compelling, clear, and relevant to their needs.

Tips for Effective Headlines:

• Be Specific: Use numbers, steps, or data (e.g., “3 Ways to Save on Your Mortgage”).
• Address Pain Points: Focus on solving a problem (e.g., “How to Avoid Overdraft Fees for Good”).
• Spark Curiosity: Use questions or intriguing statements (e.g., “Are You Losing Money with Your Bank?”).

Why It Works:

• Increases click-through rates (CTR).
• Captures attention in a crowded content landscape.

6. Test and Optimize Continuously

Native advertising success comes from continuous improvement. Regularly test different aspects of your campaigns to find what works best.

What to Test:

• Headlines: Experiment with different wording, lengths, and tones.
• Images: Test visuals that are informative, relatable, or eye-catching.
• Calls-to-Action (CTAs): Try different CTAs to see what drives conversions (e.g., “Learn More” vs. “Get Started”).

Metrics to Track:

• Engagement Rate: Clicks, time spent on content, and bounce rates.
• Conversion Rate: How many readers take the desired action (sign-ups, downloads, etc.).
• Cost-Per-Lead (CPL): Measure the efficiency of your ad spend.

Why It Works:

• Helps you refine your approach for better results.
• Ensures your campaigns stay relevant and effective.

7. Use High-Quality Content and Design

Native ads should seamlessly blend with the surrounding content but still stand out through quality. Ensure your visuals, copy, and overall presentation are polished and professional.

Best Practices for Content Quality:

• High-Resolution Images: Use clear, professional visuals that align with your brand.
• Readable Formatting: Break up text with subheadings, bullet points, and short paragraphs.
• Brand Consistency: Maintain your brand’s tone, style, and messaging.

Why It Works:

• Enhances credibility and professionalism.
• Keeps readers engaged and more likely to take action.

Conclusion

By following these best practices, fintech companies can leverage native advertising to educate audiences, build trust, and drive growth. Effective native advertising focuses on delivering value, aligning with the customer journey, and maintaining transparency, all while continuously optimizing for better results.

At Stringo Media, we specialize in creating tailored native advertising strategies that resonate with fintech audiences and drive measurable outcomes.

Ready to build trust and grow your fintech brand? Let’s connect.