Money talks – but are people feeling heard?

In a category where confidence can be shaky and knowledge gaps are common, we wanted to understand how people are really feeling about their personal finances – especially in today’s shifting economic and political landscape. By exploring public sentiment around finances, financial advertisers can tailor their DOOH creative to craft messages that truly resonate in the summer months – one of the category’s natural media spend peaks, according to Nielson.

According to our audience panel, Ocean Pulse:

• 30% of people have switched banks in the last 5 years, with trustworthiness and reputation being named the most important factors when they’re choosing a new bank ⁽¹⁾
• Poor customer service was a major factor in audiences’ decisions to leave their bank, but the definition of what good customer service is differed between age groups ⁽²⁾
• Mobile banking apps are the most popular way to track our finances, with 62% of customers using apps ⁽³⁾ – and a third of customers consider an app that’s easy to use as being the most important interaction they have with their bank ⁽⁴⁾
  

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There’s huge opportunity for advertisers to turn unloyal customers into new customers, as 30% of people have switched banks in the last five years ⁽⁵⁾

71% of these customers have switched once, and 20% have made the change twice. ⁽⁶⁾ Notably, younger customers aged 18-34 are the most active switchers – 95% of them have changed banks. ⁽⁷⁾ There’s huge opportunity for brands to capture this more mobile demographic and retain them as permanent customers – but lasting credibility is key, so reputation and trust need to be front and centre in any brand’s media strategy.

Financial brands should therefore by seen on DOOH, one of the most trusted mediums

Trust is essential – studies by the Advertising Association show trust is ranked 2nd place in order of likelihood to drive profit. ⁽⁸⁾ And with OOH being the joint second most highly trusted medium, it’s the perfect partnership – financial services brands need to be seen on OOH to signal stability and permanence, especially at a time of economic instability. The strength of premium large format OOH is in its emotional impact. And when 43% of audiences say that branding and advertising would influence who they choose to bank with, ⁽⁹⁾ it’s never been more important to be seen in the right places, at the right time.

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81% of financial marketers have picked up new leads via social media marketing ⁽¹⁰⁾

OOH and social media can work together to amplify finance brands in the most effective ways. Financial marketers have found huge uplift through social media advertising, and financial services brands that use social media effectively can see a 20-30% increase in customer satisfaction. ⁽¹¹⁾ When DOOH is integrated into an existing social media strategy, overall campaign attention increases. Our Neuroscience research shows that once audiences have seen the physical DOOH campaign, they’re more likely to engage with the related social media content. Exposure to DOOH boosted the memory of social campaigns by 5%, dwell time by 32%, brand perception by 21% and retention by 3%. ⁽¹²⁾ Ultimately, DOOH is a vital ingredient in helping brands extract better value from their social media content.

Our Ebiquity research also highlights the importance of merging TV and OOH spend, with TV ROI increasing by as much as 35% when supported by DOOH. ⁽¹³⁾ Considering 36% of media share in the finance industry was accounted for by TV in 2024, ⁽¹⁴⁾ there’s huge opportunity for growth where TV isn’ benefitting from OOH spend.

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In a financial landscape defined by change and choice, customers are demanding more from the brands they trust with their money. For advertisers, the message is clear: visibility, trust and usability are key. By leveraging the credibility of DOOH and pairing it with the reach of social media and TV, financial brands can not only capture attention but also turn those ditching and switching banks into loyal customers.

To book your finance category presentation with a member of our sales team, or find out more about our DOOH opportunities, email salesenquiries@oceanoutdoor.com

(1) Toluna, 2025

(2) Toluna, 2025

(3) Toluna, 2025

(4) KPMG, 2024

(5) Toluna, 2025

(6) Toluna, 2025

(7) Toluna, 2025

(8) Advertising Association, 2020

(9) Toluna, 2025

(10) Financial Marketer, 2022

(11) Social Media for Financial Services, 2025

(12) Ocean Outdoor and Neuro Insight ‘The Vital Ingredient’, 2023

(13) Ebiquity ‘Creating a better media world together – performance for today, branding for tomorrow’, 2023

(14) Nielson, 2024