TABOOLA CREATIVEPLAYBOOK:FINANCEPERSONAL FINANCE | INVESTING | BANKING | INSURANCE

2024

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03
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TABLE OFCONTENTSINTRODUCTIONTABOOLA FEED &READERSHIP INSIGHTS

CREATIVE INSIGHTS

RECAP

APPENDIX

22

00
Introduction
3

APP
PROMOTION
How To Get A Mortgage
10 Steps To Success
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Run both video and image
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effectively and at the rightmoment.

4

INTRODUCTION
00

OBJECTIVESThis report will provide insights on creative and content trends seen
across the Taboola network, specific to the Finance vertical in order tohelp you source the right creatives to improve the performance of your
Taboolacampaign.
Analysis is inclusive of data from 2021-2024 across multiple geos
and advertisers KPIs.
Additional insights come from a market analysis of external sources,
as well as Taboola’s own organic readership data.
The category “Finance” is inclusive of Personal Finance, FinanceApps, Banks, Insurance, Education, Investing Tools, and more.
Note: All ads within the Cryptocurrency, Finance & Loans, andInvestments categories must comply with the policies listed in the
Taboola Help Center and the applicable laws and regulations of every
location they target. This list is not exhaustive and is subject to change.

5INTRODUCTION
00

WHO
WE AREThe Taboola Creative Shop consists of a
global team of Strategists, Data Experts,
Designers, Video Editors, Copywriters,
Translators, and Engagement Managers
who are here to provide relevant andstrategic creative recommendations to ourmost valued partners.

Creative strategy & analysis
Create, develop, enhance assets
Write and optimize copy
Source images & motion
Landing page & funnel tips
Host custom workshops
Brand lift studies

6

COMPANYCHALLENGE

SOLUTIONRESULTSeToro is a social trading andmulti-asset brokeragecompany that focuses onproviding financial and copy
trading services.

eToro was looking for a
new media channel toexpand their global
acquisition and branding
activities, that would
provide high-quality
results at a large scale.

Create a yearly plan topromote custom content,
video and dedicatedlanding pages, targeting
eToro’s main audience.

Over 30% of registrations
were converted to paying
users, and decreased CPM
costs by 40% to reachbigger audiences acrosstheir target markets“From the start, Taboola has understood eToro’s needs as abrand. We built a strong, accurate plan together, defining
our acquisition and branding targets, and we were able tomeet all of them, harnessing Taboola’s technology, our close
relationship, and smart creatives to reach results andestablish Taboola as one of our main media channels.”- Omer Sadeh, Social Media & Native Acquisition Team Leader,eToro & Rotem Mishan, Marketing Campaign Manager, eToro

30%

40%

Of
Registrations
Converted to
Paying Users

Decrease in Cost Per
Mille Views (CPM)01
Taboola Feed,
Readership Insights,
Publisher Trends

8This analysis portrays readership data across Taboola’s
network of over 9,000 publisher properties and 500M+ daily
active users, observing various topic insights.

TABOOLA FEED & READERSHIP INSIGHTSTOPIC TRENDS

Topic Insights uses an AI system called Natural Language
Understanding (NLU) to identify the topics of all the articles
from Taboola’s many news publisher partners. Page views
are then aggregated to each of those articles by topic, which
in a sense provides a trending topic indicator reflecting theinterests of news read.

9

TABOOLA FEED & READERSHIP INSIGHTS
02

Mortgage-related pageviews
started high in January, likely
fueled by New Year's
resolutions and hopes forhomeownership. However,engagement went down asinterest rates increased
throughout the year, showingthat rising costs had anegative impact.

VERTICAL
2023 FINANCE READERSHIP TRENDS

Inflation was a constantconcern, with page views
remaining consistently highthroughout the year. Peaks in
July and September suggest
heightened anxiety aroundthese periods.

10

TABOOLA FEED & READERSHIP INSIGHTSAs tech changes our lives,
global finance is transforming.
Banks and financial institutions
have used AI for a while, andit's expected to grow evenmore. Digital money is a key
player in this shift, showing how
we're changing the way we deal
with money.

02

DIGITAL MONEY & ASSETS
2023 TOP TERMS BASED ON
PAGEVIEWS

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19

TABOOLA FEED & READERSHIP INSIGHTS

The popularity of BNPL can be
attributed to several factors, including
increased consumer demand formore flexible payment options andthe growing availability of digitalsolutions such as mobile apps.

02

Buy-now-pay-later (BNPL) became
increasingly popular in 2023,
providing shoppers the option todivide payments for expensive
purchases.It involves signing up witha provider who then facilitates
payments over time.

Buy-Now-Pay-Later (BNPL)Top Platforms based on Organic Readership

Significantly, BNPL was one of the
top financial most read terms in
2023, reflecting its widespread
adoption and impact on consumer
behavior.

12
19

PERSONAL
FINANCEINVESTING

+80%

+14%

Traffic in the last 90 days

DEBT

MONEY

+122%

+68%

Traffic in the last 90 days

Traffic in the last 90 days

02

Traffic in the last 90 days

TABOOLA FEED & READERSHIP INSIGHTSVERTICAL CATEGORY
2023 KEYWORD TRENDSECONOMYINFLATION

+54%

+5%

Traffic in the last 90 days

Traffic in the last 90 days

13

TABOOLA FEED & READERSHIP INSIGHTS
02

FINANCE
PUBLISHERSOVERVIEW
Looking at Taboola’s
top financepublisher partners
to see what types ofcontent is trending
and try to identify
key trends.

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Trend 1: Authority Figures
Many finance publishers featurenews updates, quotes, and tips from
top industry leaders.
TABOOLA TIP: Include names ofpublic figures representing you.

Trend 4: Breaking News
Headlines may include urgent
language like “breaking” or “today’snews,” while visuals may be inside
the newsroom or from video clips.
TABOOLA TIP: Include attentiongrabbing headlines and terminology.

TABOOLA FEED & READERSHIP INSIGHTSKEY TABOOLA INSIGHTS:
ORGANIC OVERVIEW OF
FINANCE PUBLISHERS

People are interested in reading
about everything from major global
and national news down to localized
regional updates.
TABOOLA TIP: Use both global andregional language tailored to market.

Trend 5: Federal Updates

02

Trend 2: Global vs. Regional
The news serves as a way to inform
readers about federal updates thatthe public can take advantage of forsavings or preparations.
TABOOLA TIP: Include how yourproduct can support these changes.
Trend 3: Brand Names
Readers are more inclined to readabout brands or products they know
and love.
TABOOLA TIP: Reframe titles as
newsworthy announcements.

15
21

TABOOLA FEED & READERSHIP INSIGHTS

Review
keywords trends

TABOOLA TRENDS:
FINANCE
Review keywords trends:
Incorporate high-performing

02

keywords into your titles.
Distance

Close upUse Dynamic Keyword Insertion
9% CTR

drive up click through rates.

Review image and video trends:
Follow creative best practices andavoid using text overlays.
Use Motion Ads to drive up clickthrough rates.

Review image
and video trends

Illustration

Photo
12% CTR

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21

02Creative Insights

17

BOOST YOURPERFORMANCE KPIs

KPIs
Use Taboola’s algorithm for lower funnel
promotions, content articles for performance &direct response to landing pages

New Finance App Makes It Easy To
Lower Expenses (Get Started)
Finance Brand | Sponsored

Watch Video

Sponsored Content | Consideration

Drive actions:◆ Sign Up◆ Get Quote◆ Purchase◆ & more

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSVideo | AwarenessExperts Say Recent Homeowners Must Apply
For This Before April
Finance Brand | SponsoredLearn More

Sponsored Content | Performance

CTA
ButtonSuggestions

SIGN UPLEARN MOREGET QUOTEGET OFFER

37% of Retirees Miss Out On This Perk For
Families (Ultimate Guide)
Finance Brand | Sponsored

Download18

Closeup of Device: Feature

Technology & Innovation:
Visualize how advancements tomodern technology are improving
the finance industry, consumer
habits, or your finance product.

closeups of a mobile device or
desktop displaying your finance

Person Holding Document: Many

product, and how it can support
financial growth for consumers.

top ads feature a closeup of aperson holding up a document,
card, or paper that represents a
product or benefit they’re receiving.

Generations: Include multiple
generations in one visual todemonstrate how financial security
can be achieved at any age, andbenefit the entire family.

Alternative Investments: Promote
symbols and iconography that
represent alternative investments orcurrencies.

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNS

Personal Growth: Blend our “bestpractice” of medium zoom
closeups of people with the“growth chart” finance trend tofeature a closeup of a person in
front of the growth chart.

Familiar Buildings or Landmarks:
Localize your ads with familiar
iconography like recognizablebanks, government buildings, or
landmarks that represent finance.

Image & Motion

KEY TABOOLA INSIGHTS FOR 2024:
IMAGE & MOTION

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Change and Warnings: Create a sense ofurgency communicating potential
government, societal, or infrastructure

October 2023 Tips For Investing (DoThis By End of Month)descriptions on what makes them an expert
in the field:
Investing Expert Who Broke The Stock
Market and Made a Fortune Shares Tips

changes that might impact a reader
financially, and how your product helps:
Financial Experts Warn: Government
Changes Could Impact Your Retirement

Numerical Values: Pack your title with

Localization: Localize your titles throughCalculating Savings: Entice readers withnumerical values in the form of pricing,costs, numbered lists, dates, or data in thethe use of Dynamic Keyword Insertion(country, region, city), or by calling out local
elements, landmarks, or nationalities:

messaging that offers guidance on how to
calculate potential savings, financial

form of percentages and more:
7 Investing Secrets For People With
$250k To Spare Before 2024

Americans Living In {Chicago} Give Up
Local Banks For This Service

growth, or investments with your product:.
How Much Do You Need To Buy a
Home? This Tool Helps You Calculate

Success Stories: Repurpose existing

1st Person Guidance: Include 1st person

Interactive Elements + [CTA]: Encourage

client success stories as content thatspeaks of their success while educatinguser or expert quotes, testimonials, andreviews to build trust with new readers andreaders to engage with your ads by
including action words tied to primary KPIreaders on how to follow their lead:
Banking Client From {Ohio} Met His
Financial Goals (See How)encourage them to take action:
Investor: I Recommend This Finance
App If You’re Just Getting Started

within [brackets] or (parenthesis):
7 Ways Locals Can Save On Home
Insurance [Enter Zip Code]

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSDescribe The Expert: Convey leadershipand expertise by including noteworthy
figures, their tips, direct quotes, and grandInclusion of Month: Update titles regularly
to include the current month or season.
Note: If not updated, ads with the previous
month may add extra urgency or anelement of fomo:

Titles & Descriptions

KEY TABOOLA INSIGHTS FOR 2024:
TITLES & DESCRIPTIONS

20

BONUS: The possibilities areendless with Motion Ads when it comesto Finance advertising - Include motion
to catch attention & improve CVR.

BONUS: Use Dynamic Keyword

74%3ofInvestors
Might
Eligible
Extra
Top
Stocksto Watch
in Be
Summer
22 ForDespiteLooming
Recession
Benefits In
AugustBrand Name
Finance
Brand | SponsoredLearn More
Read
More

American
Woman
MadeOver $500
Top
3 Stocks
to Watchin Summer
22 In
DespiteLooming
Recession
January With
This Investment
Brand Name
Finance
Brand | Sponsored

Learn
More
Install

FINANCE

Insertion to dynamically place specifickeywords in titles based on where theuser is located, the day of the week orthe device they are currently using. Use
Descriptions to tell more of your story
and increase your conversion intent.
Some options available:
City
RegionCountry
Day of week
Platform

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSTURNING INSIGHTS INTO ADS

California
LocalsCan
Calculate
Retirement:
Start
Savingon YourCar
Insurance
Today
With
[Brand]I SavedThis [30%Muchoff]

LocalSaving
Expert:What You'll
Save
Start
onCalculateYour Car Insurance
Today
With
[30%
off]
With [Brand]
ChangedBenefits

This
who
Read More
Brandtool
Namepaired me with a financial advisor
helped me plan for retirement (you can too).

The
Readbig
More
Brandlatest
Name federal changes could meansavings for Americans who apply by March.

Finance Brand | Sponsored

Get Offer

Finance Brand | SponsoredLearn More

21

KEY TABOOLA
INSIGHTS:LANDING PAGES

Check Out This
Great Title
Add Subtitle here
BY MARTHA DÍAZ MARCH 12TH, 2022

Lorem ipsum dolor sit amet, consectetur adipiscing elit,

Page Design: Clean look and feel similar to a

sed do eiusmod tempor incididunt ut labore et dolore

native publisher article. Minimal use of colors infonts (black font on white background), headers or

magna aliqua laboris nisi ut aliquip ex ea commodo
consequat. Duis aute irure dolor in reprehenderit.

navigation bars. The text is designed in a narrow
way with wide shoulders.

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSADVERTORIAL

Page Structure:- Header includes: Logo (top left corner), ‘Advertorial’
disclosure, and excludes navigation bars or links toother pages on site.
- Writer or editor is included by headshot, nameand title, as well as date of publication to add
both trust and relevance.

Ut enim ad minima veniam
Lorem ipsum dolor sit amet, consectetur adipiscing elit,
sed do eiusmod tempor incididunt ut labore et dolore
magna aliqua. Ut enim ad minim veniam, quis nostrud
exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit

22

ABOUT US

BLOG

ARTICLESSIGN UP

Check Out This Great Title
Add Subtitle here
BY MARTHA DÍAZ JANUARY 12TH, 2023

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut
labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco
laboris nisi ut aliquip ex ea commod.

- Page includes one hero image, GIF, or video. In
some areas of the Finance industry, many herovisuals were featured in motion as a video or GIF.
- Social proof and trust additions: Testimonials,
featured press etc.
Content Structure:- Headline consists of 5-7 words on average.
- Content consists of 300 - 600 words.
- The content is separated by section headers.
Between 1-3 sections about the product USPs (i.ewhat do we do).

CREATIVE INSIGHTS FOR PERFORMANCE CAMPAIGNSADVERTORIAL- 4-5 lines for each paragraph.
Ut enim ad minima veniam
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore
et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut
aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit ess.Bus ius
dolorem porectis dit aut porrum consero omnihit qui dolorem quunt in eostrum nienisciur.

Ut enim ad minima veniam
Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui
dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi
tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem.

Sign up for our awesome service
SIGN UP NOW

Call to action:- Pages include products and CTAs that are often
gamified for engagement in the form of a selection
tool, or product demonstration:➔➔➔

Enter zip code
Select your age
Add investment amount

Other Page Types:➔ Promotion-driven landing pages, sign-up forms➔ Direct to App Store

23

03
Recap

24

RECAP

Video | Awareness& Motion: Test a variety
03 Imagesof images including visuals that

KEY STEPS TO
CREATE YOURFINANCE ADS

represent financial growth,
showcase devices, include
multiple generations, a range ofcurrency options, familiar icons,
demonstrate technology, & more.

Why February Is The Time To
Successfully Invest That Extra $5k
Finance Brand | Sponsored

Watch Now

Sponsored Content | Consideration

Put your brand front &01 Video:
center, use subtitles, tell a story,
include visuals that represent
your product or lifestyle, wrap up
with an end card and CTA.
Titles & Descriptions:

02 Pull inspiration from organic
publisher headlines, use Taboola
Trends keywords tool, andDynamic Keyword Insertion. Be
inclusive of brand name (if wellknown), include the current
month/season/deadlines,
numerical values, customer
success stories, expert tips,
localization, 1st person quotes,
warnings, and ways to calculate.

& Landing Pages:
04 Content
Write content that educates andinspires your audience, and hostit on an advertorial-style pagethat’s inclusive of Taboola’s Best
Practices, benefits, and CTAs.
Test direct to advertorials or app
store, promotional homepage, orFinance Expert Who Made Millions On Wall
St. Says Do This
Finance Brand | Sponsored

Read Moregamified experience.
Sponsored Content | Performance& KPIs: Tailor your ad
05 Audiencecreatives by audience, funnel
stage, and primary KPIs for acreative strategy that’s focusedand more likely to exceed
expectations.
I Switched Banks After This Warning(How Much You Can Save)
Finance Brand | Sponsored

Try Now

25

RECAP

A/B TESTINGRECOMMENDATIONS●Start with 4-6 ad items●

Optimize, pause and add new creatives
every few weeks●

Don’t pause items during the campaign
learning phase●

Don’t adjust campaign settings during thelearning phase●

Test your creatives separately by device●

Run landing page design and content tests
as wellA

B

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RECAP

CREATIVE KEY
TAKEAWAYS
what is trending using this guide, as well as reviewing
01 Research
Taboola Trends and Finance publisher content.
in your branding to boost your performance and trust
02 Invest
with potential customers.
7 Best Finance Apps and Products
To Help You Invest In 2024
Finance Brand | Sponsored

your landing page according to your campaign KPI
03 Design
to drive engagement and the highest-converting outcome.
key creative elements in your visuals and copy
04 Incorporate
to elevate your creative strategy and tailor it to your audience.
test and iterate by mixing & matching top-performing assets
05 A/Bto ensure you are leveraging all your possibilities.

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04
Appendix
28

APPENDIXTABOOLA ADTECHNICALREQUIREMENTS

9 Tips for Creating Winning Campaign
Creatives
Sponsored

CALL TO ACTION

29

APPENDIXTABOOLA VIDEO AD:TECHNICALREQUIREMENTSMedia Type: MP4, MOV.
3rd Party Tag Specifications: VAST 2.0,
VAST 2.0 with VPAID 2.0 JS, VAST 3.0.
Aspect Ratios: 16:9 (preferred,) 4:3, 1:1.
Video Size Limit: 50 MB.
Bitrate: >=2500 kbps.
Video Length: 6-30 seconds(preferred), 90 seconds maximum.

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APPENDIXCONTENT STRUCTURE
BEST PRACTICE
01 What is the Problem?

Start by speaking about the problem your product is solving.
The reader needs to understand the problem first, not the
product.

Should this Problem be Solved?
02 InWhy
1-2 sentences, educate your target audience on the importanceof solving their problem. Speak about how their lives will improve
if they fix the issue.
Mention the pros and cons of eliminating the problem, and ruleout the cons the reader might have.
Make the solution to the problem simple. The reader should
clearly understand that taking action to solve the problem will beeasy, especially regarding time, effort, and cost.

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APPENDIX

03 How Can Your Product Help?

Explain the solution to the problem, not the product.
Put emphasis on the unique selling points yourproduct offers. Show your expertise in a simple,
concise manner.

04 Why Should They Take Action Now?

Define why it’s important for the user to takeaction immediately. Use techniques such as
urgency or FOMO, user testimonials or reviews,
comparisons to competitors, and other points.

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