Results at a glance
Below is a breakdown of each area analysed within the assessment. The results are ranked by the percentage of advertisers assessed that shared the attribute within their recent Facebook ad creative. The scores below are based on three key criteria: ad relevancy, visual quality, and offer quality. A full breakdown of the methodology is available here. A total of 43 fast-growth finance advertisers were assessed in the United Kingdom, United States, Canada, Germany, Israel, The Netherlands, Denmark, and Singapore.
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ad relevancy
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Who's leading the way in finance
Below are some best practice examples of Facebook ad creative in practice.
Lemonade is a New York-based online insurance company offering low-cost renters’ and homeowners’ insurance. They’re a self-proclaimed technology-first insurance carrier with a product and mission molded entirely around their millennial audience – 75% of them are under 35 and 90% of them are buying insurance for the first time.
ANIMATE YOUR USP
Simple, short, and snappy animations, can deliver impressive results - especially in an industry like insurance, where the norm is often the opposite. Move away from static image ads and animate up your USP for maximum impact.
PROMINENT BRAND COLOUR
Lemonade know how to visually layer an ad. The use of whitespace, contrasted with the excellent use of colour, immediately leads the eye to the hot pink details within the ad. Not only does the colour stand out against a monochromatic background, but it also brings attention to the central value proposition.
OLD WAY vs. NEW WAY
Lemonade believe in the power of simple, and it communicates the simplicity of it's sign-up process beautifully. The animated image perfectly juxtaposes the old way versus the new way, quickly explaining the time benefit of going with their service over old guard insurance providers.
UNDER 20 SECONDS
As with most high-performing video ads, the ad is made with the scrolling user in mind, and keeps it's message short and to the point, in most instances around 10 to 20 seconds.
