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A guide to native advertising for financial marketers

A guide to native advertising for financial marketers


1 week ago

From the publisher

1 week ago

Media Buying


When leveraging native advertising it’s critical finance brands strike the balance between delivering valuable financial insights and promoting brand messaging. We explore the art of subtle brand placement in native advertising, analysing successful campaigns across the UK, USA, Australia, and Asia.

Understanding the dynamics of native advertising in wealth management

Native advertising has emerged as a powerful tool for brands in the financial sector to connect with their target audience. Unlike traditional advertisements, native advertising seamlessly integrates brand messaging into informative and engaging content, fostering trust and credibility among consumers. 25% of consumers are more likely to engage with native advertising over traditional banners and 53% of native ad engagement is positive. Relevant to both B2C and B2B brands, in the wealth management sector – where expertise and reliability are paramount – native advertising can play a pivotal role in building relationships with potential clients.

Speaking to the benefits native advertising offers, head of social media at The Dubs Agency, Tara Cimino says “Native advertising allows brands to integrate tailored content to placements where audiences are already active.”

“By placing native ads on high-traffic platforms or websites, finance brands can increase their visibility and exposure to prospect audiences.”

Examining successful native advertising campaigns

NatWest Invest: NatWest partnered with The Telegraph to create a native advertising campaign focused on personal finance and investment topics. The campaign included sponsored articles and videos providing valuable insights into investment strategies, retirement planning, and financial management. By aligning with The Telegraph’s editorial content and leveraging its credibility, NatWest effectively reached its target audience and captured the awareness of potential clients.

Betterment: Betterment, a leading robo-advisor platform, sponsored a podcast series called “The Better Off Podcast” hosted by Jill Schlesinger, a well-known financial expert. The podcast covers a variety of personal finance topics, including retirement planning, investing, and wealth management. Through authentic conversations and expert interviews, Betterment subtly integrates its robo-advisor services into the content, positioning itself as a valuable resource for listeners seeking financial advice.

“ 25% of consumers are more likely to engage with native advertising over traditional banners and 53% of native ad engagement is positive.”

Commonwealth Bank of Australia (CBA): CBA collaborated with, one of Australia’s largest news websites, to create a native advertising campaign titled “Financial Fitness Challenge.” The campaign featured interactive quizzes, articles, and videos to improve financial literacy and empower consumers to make informed financial decisions. By providing practical advice on budgeting, saving, and investing, CBA subtly promoted its banking and financial services to a wide audience pushing clients through the awareness and consideration stages of the marketing funnel.

DBS Bank: DBS Bank launched a native advertising campaign titled “DBS Asian Insights” in partnership with CNBC. The campaign featured sponsored articles, videos, and webinars discussing market trends, investment opportunities, and economic insights in Asia. By leveraging CNBC’s platform and credibility, DBS Bank positioned itself as a trusted advisor for investors seeking information on Asian markets and financial strategies.

Strategies for subtle brand placement

To effectively integrate brand messaging into financial content, your finance brand must employ strategic tactics that prioritise authenticity and relevance.

  • Focus on value: Prioritise providing valuable financial insights and expertise to your audience, positioning your brand as a trusted advisor. By addressing the needs and concerns of consumers, your finance brand can establish credibility and build trust over time.
  • Seamless integration: Integrate brand messaging naturally within the content without disrupting the flow or appearing overly promotional. Avoiding overt advertisements and focusing on providing value ensures that your brand’s message resonates authentically with the audience.
  • Thought leadership: Position your brand as a thought leader in the industry by sharing unique perspectives and insights. By offering innovative solutions to complex financial challenges, your brand can differentiate itself from competitors and attract the attention of potential clients.
  • Audience relevance: Tailor content to address the specific needs and interests of your target audience, enhancing engagement and resonance. By understanding the demographics and preferences of your audience, brands can create content that’s both informative and compelling.

An expert’s advice

Continuing our discussion with Cimino she shares her top insights and tips for finance brands wanting to nail native advertising.

“Specific targeting should be implemented so content presented to audiences resonates with them effectively.

“As with all digital advertising, speak to the audiences’ needs, whether it’s financial advice or insights into investment strategies; provide content that adds genuine value to your audience.

“It is also key that your native ads are optimised for mobile. This includes responsive design, fast loading times, and user-friendly formats that cater to mobile users.”

Cimino speaks to the importance of data and tracking, “Implement tracking tools and metrics to monitor the performance of your native advertising campaign.

“Analyse key performance indicators such as engagement rates, click-through rates, and conversions against other platforms. Use this data to optimise your campaign and make necessary adjustments to improve results over time.”

Her final piece of advice for finance brands is about the importance of placement and brand association. “Placement and brand association is the key to implementing a native strategy. Therefore being able to layer and control placement is essential.”

She explains, “In terms of financial services brands, Dianomi brings us closer to this by having a finserv only ad placement. Recognising the sensitivities in a B2B advertising world and ensuring content is not just present where our audience is, but that our brand is only associated with other brands on that placement is paramount.”

Where native advertising sits in the marketing funnel

At each stage of the marketing funnel, native advertising plays a distinct role in guiding potential clients towards conversion:

  • Top of funnel (awareness): Utilise native advertising to increase brand awareness and capture the attention of potential clients. By providing valuable insights and thought-provoking content, your finance brand can attract interest and establish itself as a credible source of information.
  • Middle of funnel (consideration): Provide valuable insights and educational content to nurture leads and establish trust and credibility. By offering in-depth analysis and expert advice, your brand can further engage with potential clients and position itself as a trusted advisor in your field.
  • Bottom of funnel (conversion): Incorporate subtle calls-to-action within the content to guide prospects towards conversion. Whether signing up for a consultation or exploring financial products, providing clear pathways for action can help drive leads towards conversion and achieve your marketing objectives.

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