Analysis of mobile advertising in the financial industry in Q2 2020

What are the new trends in mobile advertising in the financial industry in the second quarter of 2020? What are the changes in advertising strategies? Are there any new ideas for the creatives?

Note: This report uses the number of advertisements delivered as the basis for measuring the intensity of advertising delivery. The number of advertisements delivered is not completely equal to the actual advertising consumption and is for reference only. The data statistics period of this report is from April 1, 2020 to June 24, 2020.

1. Overview of advertising in the financial industry

1-1 The proportion of advertisements in the financial industry remains stable

The financial industry remained the sixth largest industry for mobile advertising during Q2, with the proportion of advertisements fluctuating less than in the previous quarter and being relatively stable.

1-2 Insurance has significantly reduced its investment

Further research on the various types of advertisements in the financial industry shows that lending, stocks, and insurance account for the majority , and the distribution of the number of advertisements is relatively stable. Compared with the first quarter, the advertising spending on loan products has remained relatively stable; the advertising spending on stocks has increased, with the proportion rising significantly; while the advertising spending on insurance products has been reduced , with the decline being the most obvious.

1-3 During Q2, financial advertisers preferred Tencent Advertising and Bytedance Platform

Based on the tracked data statistics, the four major platforms for the financial industry in the past three months are still Tencent Advertising, Bytedance, Baidu Information Flow, and Sogou Star .

Further statistics on the distribution of the number of advertisements placed by the financial industry on the four major platforms during the period showed that the proportion of Tencent Advertising and Bytedance has steadily increased . It can be seen that compared with Q1, financial advertisers prefer these two platforms, while Sogou Xingyao has been declining month by month .

1-4 Image ad slots are the focus of placement

In Q2, the financial industry still focused on image advertising on multiple mainstream platforms. On Tencent Advertising, Baidu Information Flow, and Sogou Star Platform, it mainly invested in large and multi-image advertising, while on Bytedance, it clearly preferred video advertising.

1-5 Review of the financial industry promotion rankings during Q2

Based on financial industry advertisements for the purpose of downloading and leaving inquiries through forms, the top 10 financial apps and the top 10 brand promotion apps with the most advertisements during Q2 are sorted out as follows.

1) The ranking of financial application promotion in Q2 2020, with many stock and loan applications on the list

Many stock and loan apps are included in the TOP 10 list of advertising delivery, and all of them use Bytedance as their key delivery channel . This shows that advertisers of popular apps attach great importance to this platform.

2) Stock apps are rising rapidly in rankings

The following are the top 10 apps that have seen a significant increase in ranking among the top 50 financial industry apps during Q2. The rankings of many stock apps have risen significantly , which shows that the momentum of stock investment is strong.

Comparing the changes in the TOP 10 promotion list of the financial industry from Q4 2019 to Q2 2020, "Stock Picking Champion" and "Xigua Smart Stock Picking" returned to the TOP 10 of the promotion list in Q2 2020, and the ranking of "Xigua Smart Stock Picking" rose.

3) 2020 Q2 Financial Brand Promotion Ranking

In the TOP10 list of financial brand promotions, the number of stock brands has increased significantly compared to Q1, and the overall rankings of insurance and lending brands have slightly declined , but the top advertisers still maintain high rankings.

2. Analysis of popular video ads’ creative ideas

Recently, sitcom materials have become quite popular in information flow video ads. The plots can be either real or exaggerated. Realistic plots can resonate with users, while funny plots can also attract users to click and watch, which is also very helpful for displaying product selling points. Below we will focus on analyzing the advertising routines of financial sitcom video.

① Sadness sitcom

(Often used in advertisements for medical insurance, lending, financial management, etc.)

This type of material often uses plots such as the woman choosing to bear a serious illness alone without telling the man, or the young people seeking illegal online loans/loan sharks because they are in urgent need of money. The first half is played out very tragically and realistically, while the second half is implanted with relevant product selling points by others recommending the use of XX medical insurance/XX loans.

Although the creative material of the sad drama contains some exaggeration, the plot is still relatively close to the life experiences of the target group, which is easy to resonate with and guide users to further understand.

Collection of sad sitcom ads:

② Situational dramas about work and life

(Often used in stock advertisements, etc.)

In the past, stock-related advertising materials mostly used teaching or explanation-style creative materials, but in recent popular stock-related video ads, there have been a lot of work/life scene-based situational drama materials, mainly based on daily communication and conversation scenarios between colleagues/family members , which are closer to the lives of stockholders.

The quality and professionalism of this type of material are relatively high, the plot is realistic and not exaggerated, the actors' acting skills are also online, and stock trading techniques and terms are used many times in the conversation, which elevates the creative texture of the entire material.

Daily scene advertisement collection:

③ Funny meme-based sitcoms

(Often used in loan advertisements, etc.)

Recently, there have been a lot of high-quality funny material ideas, including going to a bar to drink and chat with the boss, integrating product selling points into the blind date process, and bosses working hard to seek benefits for users... Although the creative ideas are quite big, fortunately, the quality of the advertisements is relatively high , the product selling points are implanted naturally, and the framing, editing, and picture processing are better. It is speculated that the cost of material production is relatively high.

Funny and meme-themed ads collection:

④ Successful women sitcoms

(Often used in financial advertising)

Among financial management creatives, both sad dramas and counterattack video ads are quite popular. In general, financial management creatives are similar to vocational skills training/academic qualification examination creatives in the education industry. In recent counterattack materials, there have been many creative materials with women as the protagonists. The plot revolves around the heroine's own experience, showing the process of transformation from the difficult work and life in the past to the successful career woman today. Some bustling city shots are interspersed in the middle, and finally the financial management course that brought these changes to her is implanted.

In the process of implanting financial management courses, numbers are used many times to emphasize the selling points of "monthly salary of 3,000 yuan" and "12-day course for 12 yuan" , highlighting key points such as "making money with money", "income outside of salary", and "the transformation from poor thinking to rich thinking" , to guide users to further understand.

The above is an analysis of mobile advertising in the financial industry in Q2 2020.

Author: App Growing

Source: App Growing