Nearly a third (31%) of adults say they generally like advertising, but less than one in twelve (8%) claim to be intrigued by financial services advertising. Financial firms are well aware of consumers’ general lack of interest in personal finance, and use all manner of incentives and creative ploys to arouse the curiosity of their audiences and hold their attention.

This report addresses the key themes for anyone involved in advertising or promotion in financial

Nearly a third (31%) of adults say they generally like advertising, but less than one in twelve (8%) claim to be intrigued by financial services advertising. Financial firms are well aware of consumers’ general lack of interest in personal finance, and use all manner of incentives and creative ploys to arouse the curiosity of their audiences and hold their attention.

This report addresses the key themes for anyone involved in advertising or promotion in financial

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The proportion of men and women who are keen on advertising is roughly the same. Yet when it comes to the subject of finance, there is significant variance – we examine what these differences are and the implications for advertisers.

Despite a high level of consumer apathy and disinterest towards personal finance in general, Mintel found that when questioned about specific financial advertising campaigns consumers were more likely to consider them favourably – what does that mean for your business? Is the huge direct mail spend within the industry justified?

The likeability factor is very important because advertisers strive not only to get their messages across but also to elicit a positive mental or behavioural response – how will the universal appeal of humour improve the effectiveness of your advertising?

Mintel has also conducted exclusive cluster analysis for this report to create four distinct customer groups – uninterested, humour-mongers, discerning recipients and celebrity followers – what are the characteristics of each group and who should you be targeting?

How will technological developments revolutionise the sector? For example, infrared devices on billboards and in-store TV advertising are exciting opportunities for the future of advertising in this industry.