The goals of financial advertising messaging can vary, but almost all have some foundation in building trust. Consumers must have this emotion before they consider doing business with a bank, advisor or lender.

Any campaign should focus on the credibility of the business and how it can help customers with their financial challenges and pain points. Personalization certainly matters here, and that’s possible with highly targeted ads.

Personalization today has a lot to do with generational differences. First, they are in different eras of their life. Second, they compare and discover brands in unique ways. Third, economic trends also impact ad content.

With these considerations in mind, here are some ideas to suggest to your local finance customers.

Focus on Specific Challenges of the Consumer

While everyone’s financial journey is different, some patterns represent a big group of people. One of these is mounting credit card debt. Data from the New York Federal Reserve and Equifax show that credit card balances rose in 2024. Overall, unpaid balances for cardholders were at $7,236.

This kind of debt is usually the most expensive and common. Consumers with clean credit histories can often pay this off with a much lower rate with consolidated personal loans or HELOC (home equity line of credit).

Messaging about these offerings can focus on “freeing” the person from high-interest rate credit cards so they can save more and improve their financial future.

Another option would be HELOCs for home improvement, which many homeowners have on their to-do lists. You can build an audience for these ads by targeting homeowners as a demographic along with geotargeting by neighborhoods.

Build Trust with Social Proof

According to a survey of consumers, only 62% trust financial institutions. Developing this with consumers isn’t easy for any brand. When it comes to money, people have lots of doubt. One of the best ways to address these is with social proof in advertising.

Local financial advertisers with tats on customer ratings or testimonials can create compelling narratives. The company isn’t just saying they’re trustworthy – they have the data to support it. This financial messaging could work well with display, social media, OTT/CTV and audio streaming ads.

Create Differentiation with Generational Messaging

With digital ads, you can create a specific audience for your customers. It can work out well to segment by generation in targeting and messaging.

For example, Gen Z is just beginning their financial story, so they need the basics, such as checking and savings accounts, investment starts and credit cards with incentives (e.g., cash back).

Millennials are more likely to be homeowners and raising families. They have different financial needs, such as HELOCs, debt consolidation and more sophisticated investing.

Gen X and baby boomers are moving more toward retirement and building their nest eggs.

Financial advertisers could see greater performance by putting the right message in front of the right consumers.

Align Campaigns with Economic Trends

Another area of financial advertising is launching ads that follow the economy. Currently, interest rates are in the news. They’ve fallen and could do so again, making lending more attractive.

Other trends may relate to consumer confidence and spending. When it’s higher, creative could focus on credit cards that offer cash back or points. When it decreases, consumers may be more interested in how to maximize their savings.

Staying in tune with the bigger economic picture can make ad campaigns more relevant.

Refresh Your Pitches to Financial Advertisers

You can use any or all of these messaging frameworks to discuss campaigns with financial companies. Offering these ideas showcases your value as a local advertising expert ready to help make their ad dollars deliver more ROI.

For more tips, read our Ask the Expert post on local financial advertising strategies.