Finance Consumers are on the Open Web, Don't Miss them.

To create successful financial marketing campaigns, financial brands must leave the oversaturated worlds of search and social behind and explore the lucrative land of the open web.

Social media and search platforms place your ads beside user-generated content (UGC) that brands can’t regulate, are skipped by users when they’re shown before a video that the user wants to watch, and at worst, placed in an entirely irrelevant environment to be promptly ignored.

Advertising on premium publishers offers the opportunity to surround your campaigns with brand-adjacent editorial content from news sites, blogs, digital magazines, mobile devices, and so much more and delivers a 130% higher attention than on social media platforms.*

Taboola’s network of publishers saw 55.8B pageviews on financial topics in 2021. Readers are seeking out and engaging with financial articles, and that’s where you should be putting your money. It just makes cents.

*IAB, Ads on Premium Content Sites Result in Nearly Three Times More Attention then Task Sites, July 2019

In this guide, you’ll learn about the opportunities on the open web for financial brands, how to find the right people where they’re most-engaged online, and the ins-and-outs of campaign optimization to reach your KPIs.

We also dive into creative strategies to uncover what makes a good image or video ad, how to use trending keywords to boost CTR, and much, much more..

We can “insure” your “interest” in this guide won’t “depreciate.” (Insert more financial puns.)


Follow the money and see where it goes…

$27.63 Billion

2022 projections show that financial service advertisers will spend $27.63 billion on digital campaigns.


Financial service advertisers
will spend about 13% more than they did in 2021.*

Over the last few years, marketers in the financial services industry have increased their digital ad spend to meet the demand of growing consumer interest in financial information and advice. Driven by the pandemic, and the rapidly evolving financial service landscape, consumers’ attitudes towards their finances are changing. Marketers can meet the moment by adapting their campaign messaging and advertising strategy.

*eMarketer, US banks and insurance companies slow down ad spending to compete with fintechs, Aug 4, 2021

**Data pulled May 8th, 2022

Data across Taboola’s network of premium publishers shows that the terms “investing”, “loan”, and “ethereum” trended in 2021, and continue to spark interest among readers.**



pageviews in 2021


pageviews over
the last 90 days



pageviews in 2021


pageviews over
the last 90 days



pageviews in 2021


pageviews over
the last 90 days

*eMarketer, US banks and insurance companies slow down ad spending to compete with fintechs, Aug 4, 2021

**Data pulled May 8th, 2022


And were not the only ones seeing the rise of interest in financial topics.

Think with Google’s 2021 Google Search Data Insights depicted a 60% YoY increase in searches containing ‘how to invest,’ and a 200% YoY increase in searches for ‘calculator for home loan‘ and ‘buy now pay later apps.’

Meanwhile social media platforms like TikTok and Instagram have given rise to a niche community of “finfluencers” or finance influencers. As Insider reported, TikTok videos tagged #finance, #investing or #stocktok have generated billions of views. Gen Z also named social media influence as a key factor in their decision-making process.

The open web should be a vital part of each finance marketer’s media mix. That’s because it allows you to reach audiences through premium publisher properties — like news sites, magazines, and blogs — outside of just search and social. Marketing on the open web also gives you the control to share your message in the right context, such as through contextual targeting.

Capture the attention of finance consumers with Taboola ad campaigns today


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