Brilliant Ads FinTech

KOHO, Fundrise, Ally & Starling, & more.

Hey,

Fintech ads are their own sport. Different rules (hello compliance), different creative, different winners.

Each week: the best fintech ads running right now, and exactly what to steal from them.

THIS WEEK IN FINTECH ADS

Meta says CPMs rose 12%. A $3bn benchmark says they fell 13%.

AdBeacon's July Facebook CPM was $16.47, the lowest in 13 months. In June it read plus 16.5%.
Plan Q4 off your own account. Neither number is yours.

TikTok's compliance crackdown now has a price. CPA up 30 to 60% in one billing cycle.

Advertorial pages restricted, redirect hops capped, countdown timers flagged. Rejections passed 35%.
Urgency copy is now a delivery liability on TikTok.

The FCA took down 650 social posts and arrested three finfluencers in year one.

Year one of a five-year plan. The metric growing fastest is takedowns.
Brief your creators as if the regulator reads their captions. It does.

That's 96 words against about 230. Everything dropped was supporting detail: Meta's impressions and revenue, the 72-hour queues, the 2,329 warnings, the fines. The verdict and the punchline in each item are untouched.

I'll build the issue at this length and make headline plus two lines the standard from here, unless you want three lines on the odd item that needs it.

Do you want us to take a look at your ads?

We manage $100M+ a year in fintech ad spend. Want us to look at yours?

No card, no app, no photo. $250 in a box is the whole picture.

A rocket, a black sky and six words sell a venture fund.

Five words, flat purple, and every bank with a lobby looks out of date.

One card, three lines, and the calmest ad any bank is running this week.

AN AD WE MADE

One of ours for Klarna.

Swap one word in a proverb and it becomes the pitch.

"Beggars can't be choosers" turns into "Buyers can be choosers."

Then a hand holds out the card.

Everything else is white space, a pink logo and the fine print.

THIS WEEK FROM MULTIPLY

A challenger bank's iOS penalty started shrinking, and the fix was targeting.

Blended install cost fell £14.96 to £14.69 to £14.37 across the week. Target is £8.33.

iOS CPI dropped from £40.59 to £33.40. Android held around £10.

Account-open CPA on iOS went £74.18 to £63.46. Android sat flat at about £24.90.

The mover was a broad-audience test launched 27 August, running against city-level targeting.

A month of chasing the optimisation event and the attribution window moved nothing. Giving the algorithm room did.

The iOS to Android gap narrowed from about 4.2x to 3.2x.

The win is visible in platform. The client's own reporting cannot see it yet. That is how good tests get killed.

Want this run on your account?

Read by people at Revolut · Coinbase · Mastercard · Kraken · eToro

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​Brilliant Ads FinTech​

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