The best banking adverts in the US do not focus on products, but on message or celebrity.

Data from System1 shows that US commercial banking adverts that focus on product details are not emotionally engaging.

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The research focuses on the best performing adverts in the US based on predicted long-term growth. As a result, it found that only 7% of banking adverts in the last 12 months were driving 1% or more long term brand growth. However, almost three-quarters of adverts in the same time period were driving 0% long-term growth.

According to System1, 80% of the top 20 best performing adverts of the last year did not explicitly mention a product or its benefits. Furthermore, 40% of the top 20 feature one or more celebrities. Almost a third included some sort of social angle.

Ratings measured the emotions an ad generated in a consumer and the intensity of that emotional resonance. This is also weighted for business effect and a rating between one an five stars is produced.

With the star rating: one star equals 0% brand growth, two stars is 0.5%, three stars is 1%, four stars is 2%, and five stars is 3% and over.

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The best performing advert for US banking was Capital One’s Bracket keepers campaign. The ads featured Charles Barkley and Samuel L. Jackson and was the only one tested to reach five stars.

Jack Mayor, associate director at System1, said: “In hyper competitive markets such as banking, where many products are similar regardless of the provider, using product features in advertising just doesn’t get cut through.

“Consumers are looking for a strong, positive emotional resonance to engage with. By using celebrities, social angles, or even just humour, any commercial banking brand has a huge opportunity to achieve long term growth through their advertising. That’s why we see some more local brands such as Forcht Group, who delivered a 4.7 star rating with their Happier Banking ad this year, outperforming brands like JPMorgan Chase and Bank of America.”

Best banking adverts in the US 2019

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