{"id":8176,"date":"2021-01-05T00:00:00","date_gmt":"2021-01-05T07:00:00","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/2021\/01\/05\/how-financial-service-brands-build-brand-reputation-and-acquire-new-leads-through-local-media\/"},"modified":"2023-03-07T13:17:04","modified_gmt":"2023-03-07T20:17:04","slug":"how-financial-service-brands-build-brand-reputation-and-acquire-new-leads-through-local-media","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/how-financial-service-brands-build-brand-reputation-and-acquire-new-leads-through-local-media\/","title":{"rendered":"How\u00a0Financial Service Brands Build Brand Reputation and Acquire New Leads\u00a0Through Local Media\u00a0\u00a0"},"content":{"rendered":"

The pandemic has, no doubt, changed the way consumers think about and\u00a0<\/span>manage<\/span>\u00a0their money. Financial\u00a0<\/span>matters are<\/span>\u00a0<\/span>more front of mind<\/span>\u00a0than ever, increasing the demand for financial service providers, from estate and retirement planners to banks and credit unions.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span>How can your financial brand connect with consumers in this reimagined post-COVID-19 reality?<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cIn an environment of sustained social distancing and increased competition from online-only institutions, brands must consider\u00a0<\/span>new ways to acquire leads<\/span><\/b>,\u201d says Monica Longoria, Senior Consumer Insights Strategist with TEGNA.\u00a0<\/span>\u00a0<\/span><\/p>\n

On top of changing consumer behaviors, the pandemic has also altered the media-viewing landscape.\u00a0<\/span>Local TV news viewership<\/span><\/a> has increased. September research from IAB found that viewers see brands that advertise alongside local TV news as more trustworthy, relevant, and<\/span>\u00a0likely to be purchased<\/span><\/b>.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cNot only is supporting the news critically important and the right thing to do, it is the smart thing for brands as they look to grow their business,\u201d David Cohen, Chief Executive Officer, IAB,\u00a0<\/span>says in the study.<\/span><\/a>\u00a0\u201c<\/span>News is brand safe, increases brand trust, and drives business results<\/span><\/b>. Consumers trust brands more when they run adjacent to news, especially breaking news. There is a News Trust Halo for brands that shouldn\u2019t be ignored.\u201d<\/span>\u00a0<\/span><\/p>\n

These IAB findings squash the notion that advertising with \u2018fake\u00a0news\u2019\u00a0will harm your brand. It does the opposite – news advertising can increase brand trust and ROI.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cBrands who align themselves with the local news are seen as more relevant, engaging, customer-focused, and of higher quality,\u201d says Longoria. \u201cThese are all attributes that would benefit financial brands looking to <\/span>build up their reputation in the market<\/span><\/b>.\u201d<\/span>\u00a0<\/span><\/p>\n

Brand-building bes<\/span>t<\/span>\u00a0practices via linear broadcast include 30-second spots, vignettes, and c<\/span>ustom sponsorships<\/span>\u00a0<\/span><\/b>and integrations with news, weather, traffic, and lifestyle shows. These types of sponsorships can quickly\u00a0<\/span>position your finance brand as the local go-to expert, resource, and thought leader<\/span><\/b>\u00a0in the community.\u00a0<\/span>\u00a0<\/span><\/p>\n

Moreover, these lead acquisition techniques aren\u2019t limited to TV. <\/span>According to Longoria, \u201cTEGNA can help financial brands combine the impact of TV & video with the relevancy of targeting to reach audiences that are more likely to convert.\u201d<\/span>\u00a0<\/span><\/p>\n

Advertising via Over-the-Top streaming also presents a significant opportunity to drive awareness and extend the reach of a broadcast campaign with extensive targeting capabilities. For example, a financial services brand can target audiences in-market for finance\u200b services, key age demographics, household income, and more.<\/span>\u00a0<\/span><\/p>\n

Through digital display ads, many financial service providers can also reach consumers engaging with TEGNA\u2019s owned and operated websites, station apps, and other financial-related content. Local TEGNA stations reach an average of 75 million digitally each month, and ads placed here come in various forms, including display ads, pre-roll digital video, and act as the perfect digital complement to TV ad campaigns. <\/span>\u00a0<\/span><\/p>\n

How Do You Know if Your Local Media Campaign i<\/span><\/b>s<\/span><\/b>\u00a0Working?<\/span><\/b>\u00a0<\/span><\/p>\n

As the old\u00a0<\/span>financial\u00a0<\/span>say<\/span>ing<\/span> goes, \u201cMost people don\u2019t plan to fail. They fail to plan.\u201d<\/span> This rings true in 2021\u00a0<\/span>more than ever. TEGNA\u00a0<\/span>understands<\/span>\u00a0the value of plann<\/span>ing an effective advertising campaign<\/span> to<\/span>\u00a0<\/span>driv<\/span>e<\/span> tangible business outcomes\u00a0<\/span>and\u00a0<\/span>generate a <\/span>positive\u00a0<\/span>return on investment.\u00a0<\/span>For years, Broadcast<\/span>\u00a0and\u00a0<\/span>OTT advertisers<\/span>\u00a0<\/span>have\u00a0<\/span>faced challenges<\/span>\u00a0measuring the effectiveness of their campaigns.<\/span>\u00a0<\/span>They\u00a0<\/span>knew it worked<\/span>\u00a0<\/span>but\u00a0<\/span>couldn\u2019t\u00a0<\/span>directly<\/span>\u00a0connect the dots between a campaign and its results.\u00a0<\/span>\u00a0<\/span><\/p>\n

Today, it\u2019s a different story. TEGNA Attribution can\u00a0<\/span>identify\u00a0<\/span>who viewed\u00a0<\/span>a<\/span>\u00a0<\/span>commercial on TV or streaming<\/span>\u00a0<\/span>and<\/span>\u00a0can\u00a0<\/span>then tie those\u00a0<\/span>ad\u00a0<\/span>views into website <\/span>visits<\/span>\u00a0using\u00a0<\/span>closed-loop technology<\/span>.\u00a0<\/span>This allows our advertisers to make better\u00a0<\/span>plans<\/span> for spending their ad dollars in the future, maximizing campaign outcomes.<\/span>\u00a0<\/span><\/p>\n

\u201cTelling our customers that by spending this amount of money on TV and this amount on OTT, they were able to generate these outcomes. It\u2019s great to work with them in that kind of consultative fashion to help them maximize their media spend,\u201d says Jessica Daigle, VP of Sales Intelligence at TEGNA.<\/span>\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

The coronavirus has changed the way consumers think about their money. The entire financial services industry has been affected.\u00a0TEGNA\u2019s experts share\u00a0how your financial services brand can\u00a0adapt to the changing landscape. \u200b<\/p>\n","protected":false},"author":4,"featured_media":8177,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[52,61],"tags":[],"class_list":["post-8176","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-practice-tips","category-finance","wpautop"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/8176","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/comments?post=8176"}],"version-history":[{"count":0,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/8176\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media\/8177"}],"wp:attachment":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media?parent=8176"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/categories?post=8176"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/tags?post=8176"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}