By: Javince Chan, Platform Partnerships & Data Advisory Manager
Last year, the financial services industry spent more than $30 billion on digital advertising in the U.S. alone. That’s a tremendous investment, and one that will continue to grow. But how can finance and insurance brands ensure that their digital dollars are being put to the best possible use?
That’s where smart audience targeting comes in. Financial brands are seeking very specific customers—the ones most likely to need their very specific services at a specific time. Without high-quality audience data, much of a financial brand’s ad spend is destined to be wasted on customers who don’t have interest or a need for a given product.
Let’s look at three ways financial brands can ensure they’re reaching the customers most interested in (and in need of) their services, as well as some specific audience segments that have been proven to drive real-world sales and conversions.
Connect with Finance Decision Makers
Finance decision-makers in the B2B space are key players in the financial strategies of their organizations. They hold significant purchasing power, often managing large budgets and making decisions that can impact a company’s financial health. This audience is valuable for brands because they are in a constant search for solutions that offer cost-efficiency, compliance, and improved financial performance.
To connect with finance decision-makers, advertisers should leverage high-quality audience data to identify companies and roles that align with their target market. Using channels such as LinkedIn, targeted email marketing, and industry-specific publications can be effective. Messaging should focus on demonstrating thought leadership and offering valuable insights, such as whitepapers or webinars that address current financial challenges and innovations.
Targeting Tip: Do you represent a B2B brand looking to connect with top financial executives? Consider leveraging an audience segment like “US Dun & Bradstreet - B2B Job Function / Roles - Finance - CFO (Chief Financial Officer).”
Connect with Credit Card Owners
Credit card owners represent a broad audience with diverse financial needs and behaviors. They are often on the lookout for better deals, rewards programs, or lower interest rates. This audience is particularly valuable because they are already financially engaged and open to offers that enhance their financial flexibility and benefits.
Advertisers can connect with credit card owners by using audience data to segment them based on credit behavior, such as frequency of use, payment patterns, or interest in travel rewards. Personalized messaging that highlights the specific advantages of a new card offering, such as cashback, travel points, or introductory APRs, can be very effective. Digital channels, including social media and personalized email campaigns, are ideal for reaching this tech-savvy audience.
Targeting Tip: Looking to connect with credit card owners who default to their beloved cards when making a purchase? Consider leveraging an audience segment like “US Kantar - Consumer Financial - Credit Cards - Heavy Credit Card Users.”
Connect with Insurance Intent and Interest Customers
Customers showing intent and interest in insurance products are actively in the market, making them a high-value audience segment. They are researching various insurance options, from health and life to auto and home insurance, often driven by a recent life event or a desire to find better coverage at a competitive price.
To connect with these prospects, advertisers should use high-quality audience data to identify signals of purchase intent, such as recent online searches, website visits, or comparison shopping behaviors. Programmatic advertising, search engine marketing, and remarketing campaigns can be highly effective in reaching this audience. Offering tailored content that addresses common questions, comparisons, or benefits of different insurance plans can help build trust and guide these prospects through the decision-making process.
Targeting Tip: Looking to connect with people who are most likely to be in the market for a new home insurance policy? Consider leveraging an audience segment like “US IXI (Equifax) - Insurance Propensity - Life stage changes leading to new home insurance.”
The Audience Guide Every Financial Brand Needs
Whether it's one-to-one targeting or driving awareness at a massive scale, Eyeota's “How to Target Finance & Insurance Audiences Guide” is the blueprint to power your advertising campaigns with finance and insurance audiences from best-in-class data brands and partners.
Browse our selection of finance and insurance audiences segments built from behavioral, demographics, interests, intent, lifestyle and ownership insights. Activate our audience segments on all major demand-side and supply-side platforms to identify, reach, and engage your best target customers on audio, connected TV, display, digital out-of-home, mobile, and social channels.
Discover addressable digital audience profiles to target your ideal customer, such as:
Connect with the Data Desk to request your custom audience targeting strategy today!
