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2

Global Trends in Finance 2018

Finance Brands and the Current Discovery Landscape 3

MARKET OPPORTUNITY

Supply Versus Demand 4

Notable Market Trends 5

CAMPAIGN INSIGHTS

Device Performance 6

Device CTR 7

Finance Image Performance Worldwide 8

Top Finance Image Trend by Countryh 9

Top Finance Keyword Performance Worldwide 10

Finance Keyword Performance in the Americas 11

Finance Keyword Performance in EMEA 12

Finance Keyword Performance in APAC 13

USER INSIGHTS

Top Hour of Day for Finance Impressions Worldwide 14

Impressions Per Hour of Day by Country 15

Top Hours of the Day for Clicks on Finance Content Worldwide 16

Clicks Per Hours of the Day by Country 17

Top Days of the Week for Clicks for Finance Content Worldwide 18

CTR Per Day of the Week by Country 19

Top Hours of the Day for CTR for Finance Content Worldwide 20

CTR Per Hours of the Day by Country 21

Table of Contents

3

Global Trends in Finance 2018

Finance Brands and the Current Digital Advertising Landscape

In the United States alone, finance marketers are top spenders on digital advertisements, right after the automotive and retail industries, as recently reported by eMarketer. More finance advertisers use the Taboola platform than most other verticals, including advertisers such as LendingTree, Coverfox and more. For Taboola, the finance vertical is defined by advertisers in various fields—from mortgage lending, to fintech, to banking. For each of the 12 countries analyzed in this report, finance is a top ten vertical.

This report explores trends in discovery and native advertising for the finance vertical, arming advertisers with information to better identify opportunities to compete effectively in their space.

We explore market opportunity by looking at the supply vs. demand of finance content, campaign insights with device, image and keyword trends, and internet user insights which include the best times of day for finance advertisers to see the highest number of impressions and the most engagement—all of which is important for evaluating and optimizing for your goals.

Data includes an assessment of market opportunity by country, industry benchmarks on platform type, clicks, impressions, and creative keyword recommendations in 12 countries—and opportunities that can be capitalized on through the use of tools like Taboola Backstage, Data Marketplace, Retargeting, Campaign Scheduler, Geotargeting tactics and more.

Digital Ad Spending by IndustryUS, 2018, Billions, Source: eMarketer

Automotive$10.66

Computing products & consumer electronics$6.28

CPG & consumer products$7.27

Financial services$10.11

Healthcare & pharma$2.32

Media$4.79

Retail$18.18

Telecom$9.01

Travel$6.78

Other$3.54

Entertainment$4.05

eMarketer

4

Global Trends in Finance 2018

Supply of Finance Content and Consumer Demand by CountryVarious countries have different market opportunity for discovery and native advertising. In this report, market opportunity is defined by the relationship between content supply and consumer demand for finance content in each country.

The trend in content supply is compared with consumer demand, indicated by click-through-rate (CTR). Countries with low amounts of finance content and a high CTR have a large market opportunity, whereas the alternative scenario means finance marketers may face more competition in the market.

MARKET OPPORTUNITY: Supply Versus Demand

Discovery Market Opportunity for the Finance Vertical by Country, 2017Supply of Finance Content* versus Consumer Demand, 2017

Market Opportunity

Average Worldwide CTR Range

*Supply of finance content is indicated by trends in campaign spend on the Taboola platform.

.10% 12%

.11% 10%

.13% 10%

CTR % MARKET OPPORTUNITY SPEND %

.11% 25%

.10% 16%

.08% 12%

.08% 9%

.10% 20%

.07% 34%

.10% 4%

.10% 10%

.04% 8%

5

Global Trends in Finance 2018

MARKET OPPORTUNITY:

Notable Market Trends

Notable Trends in Market Opportunity by CountryWhen analyzing demand, average CTRs for finance content worldwide were between 0.04% and 0.13%. Germany and Israel stood out with the highest average CTR.

Taboola predicts great potential in finance content growth in India and Thailand. Currently, less than 9% of discovery content in these countries is in the finance vertical, though both boast CTRs similar to, or higher than, the worldwide average.

Three countries stood out with the largest supply of finance content in 2017. In the United States, 21% of campaigns were in the finance vertical, along with 25% of campaigns in Israel and 35% in the United Kingdom, the country that has taken the biggest opportunity for finance content to date. While competition in these markets is hot, savvy advertisers can meet the demand in this market easily with the right targeting tactics.

.11%

.10%

.11%

SP

EN

D %

0

5

10

15

20

25

30

35

.07%

.09%

.10%

.04%

CTR Rate

Bar indicates Spend

Notable Trends in Opportunity for the Finance Vertical by Country, 2017

6

Global Trends in Finance 2018

BrazilMOBILE .28%

CanadaTABLET .16%

FranceTABLET .14%

ItalyMOBILE .16%

United KingdomTABLET .09%

AustraliaTABLET .10%

IndiaTABLET .11%Israel

MOBILE

.25%

GermanyTABLET .14%

United StatesMOBILE .13%

MOBILEDESKTOP TABLET

South KoreaMOBILE .043%

ThailandMOBILE .127%

CAMPAIGN INSIGHTS: Device Performance

Mobile, Tablet and Desktop Device Performance by CountryDevice performance for discovery advertisers is defined by the click-through-rate (CTR).* Worldwide, mobile and tablet devices drive more clicks for finance campaigns than desktop devices, although various countries respond differently.

Here, the size of the colored circle correlates to trends in CTR. For example, the US sees the highest CTR on mobile devices, then tablet and desktop devices respectively.

*CTR by country is standardized.

7

Global Trends in Finance 2018

CAMPAIGN INSIGHTS:

Device CTR

Mobile, Tablet and Desktop Device CTR by CountryThese country-specific trends provide a benchmark for advertisers looking to allocate spend by device in specific countries.

For example, a finance advertiser in the US running a desktop campaign should test mobile campaigns, as the CTR for mobile is over 40% higher than desktop.

Alternatively, a finance advertiser in Germany running desktop and mobile campaigns should test tablet campaigns, as the CTR is over 16% higher for both.

Finally, Brazil and Israel are also worth mentioning here, with mobile CTR that are up to three times higher than desktop.

United States

DESK

TOP

TABLET

MOBILE

0.09% 0.13%

0.12%

Canada

DESK

TOP

TABLET

MOBILE

0.086% 0.13%

0.16%

0.08580254963 0.1296599428 0.1565398952

Italy

DESK

TOP

TABLET

MOBILE

0.086% 0.16%

0.15%

United Kingdom

0.07% 0.067%

0.09%

DESK

TOP

TABLET

MOBILE

Australia

0.076% 0.097%

0.10%

DESK

TOP

TABLET

MOBILE

Brazil

DESK

TOP

TABLET

MOBILE

0.08% 0.28%

0.12%

France

DESK

TOP

TABLET

MOBILE

0.08% 0.12%

0.14%

Israel

DESK

TOP

TABLET

MOBILE

0.06% 0.25%

0.17%

South Korea

DESK

TOP

TABLET

MOBILE

0.042% 0.043%

0.03%

Germany

DESK

TOP

TABLET

MOBILE

0.11% 0.12%

0.14%

India

0.07% 0.09%

0.11%

DESK

TOP

TABLET

MOBILE

ThailandDE

SKTO

P

TABLET

MOBILE

0.056% 0.127%

0.087%

8

Global Trends in Finance 2018

CAMPAIGN INSIGHTS: Finance Image Performance Worldwide

Image Performance, CTR, WorldwideThe performance of a discovery campaign, indicated here by CTR, often hinges on the images an advertiser chooses for his or her creatives. The best performing campaigns implement the following best practices.*

Image trends change week by week. Check out Taboola Trends (trends.taboola.com) for live updates every week.

No Animals

Food

Outdoor Location

Black & White

Text

Distance – Face Size

No Person

Male

Graphics

+100% ctr

+29% ctr

+17% ctr

+49% ctr

+26% ctr

+12% ctr

+30% ctr

+17% ctr

+2% ctr

*Image Trends pulled from Taboola Trends March 26, 2018

9

Global Trends in Finance 2018

Canada

France

United Kingdom

Australia

India

Germany

United States

+100% CTR

No Animals

+100% CTR

No Food

+100% CTR

Color

+289% CTR

Text

+100% CTR

Image Color

+100% CTR

Image Color

+122% CTR

Person Subject

CAMPAIGN INSIGHTS: Top Finance Image Trend by Country

Image Performance by CountryImage performance by country often deviates from worldwide trends. For finance advertisers targeting specific geographies, the best performing campaigns implement the following best practices.*

*Image Trends pulled from Taboola Trends March 26, 2018

10

Global Trends in Finance 2018

Earning

60% Israelincome /”הכנסה“

30% Israelworking /”עבודה“22% Italy“guadagnare” / earn12% Italy“guadagno” / “I earn”“guadagno” / “working”

Stocks 102% Canada “stocks”

12% India “gold”

22% India “investing”15% India “platinum”

50% Italy “investire” / invest40% Germany “rohstoffpreise” / commodity prices

CAMPAIGN INSIGHTS: Top Finance Keyword Performance Worldwide

Performance for the World’s Top Finance KeywordsHeadlines are another extremely important aspect of campaign performance for all discovery advertisers. The chart indicates performance for the most popular keywords worldwide.

Keywords are mapped from left to right by supply, and top to bottom by demand. Market opportunity for these keywords is highest in the top left quadrant, and then the top right, bottom left and bottom right respectively.

*Supply is indicated by the popularity of each keyword in headlines on the Taboola Network.Most Popular Keywords WorldwideSupply of Keyword* versus Demand for Keyword (Indicated by CTR)

HIGHEST OPPORTUNITY

LOWOPPORTUNITY Less

Demand (Low CTR)

More Supply

(Popular Worldwide)

Insurance

59% United Kingdom“policy”

202% Canada“insurance”

9% Israel /”ביטוח““insurance”

3.8% Australia “claim”

More Demand (High CTR)

LOWESTOPPORTUNITY

Spending

42% Australia“spent”

51% France“acheté” / buy

19% United Kingdom “paid”15% United States“pay”3% Italy“comprare”/ buy

56% United States“pays”

HIGHOPPORTUNITY

Home

12% Italy “casa”

24% United States“home”, “homeowners”

73% Australia“housing”

46% France“appartements” / apartments

17% France“ménages” / household

25% Australia“residents”

127% Canada“home”

231% Canada“residents”

26% Germany “autoversicherung”/car insurance

376% Australia “claim”

Auto

55% United States“drivers”

376% Australia “drivers”

20% Germany “fahrer”/driver

26% Germany “autoversicherung”/car insurance

Less Supply

(Only Popular in Specific Countries)

11

Global Trends in Finance 2018

CAMPAIGN INSIGHTS:

Finance Keyword Performance in the AmericasThe graphs below indicate the top ten finance keywords in demand in the Americas by CTR for each country.*

United States Canada

0%

10%

20%

30%

40%

50%

60%

54.8%

drivers

23.9%

home

5.5%

industry

23%

own

14.6%

pay8.2%

debt5.4%

billion

23.8%

homeowners

5.6%

pays

10%

savings

CLI

CK

-TH

RO

UG

H-R

ATE

(CTR

) IM

PAC

T

0%

50%

100%

150%

20%

250% 243.8%

phones

202.7%

costing

127.4%

home

49.3%

deals

231.4%

residents

202.5%

insurance

102.4%

stocks

49.5%

loans

156%

interest

41.2%

debt

CLI

CK

-TH

RO

UG

H-R

ATE

(CTR

) IM

PAC

T

*Supply is indicated by the popularity of each keyword in headlines on the Taboola Network.

Top 10 Finance Keywords by Country, Ranked by CTR Impact**Data for all countries indicates CTR impact (Average percentage of increase in CTR for titles with that word.)

12

Global Trends in Finance 2018

United Kingdom France

ItalyIsrael

CAMPAIGN INSIGHTS: Finance Keyword Performance in EMEA

0%

30%

60%

90%

120%

150%

140%

Brexit

84%

directors

58.9%

policy

33.3%

owned19.2%

paid

54.8%

pension

25.5%

refund22.6%

customers

23.4%

accountC

LIC

K-T

HR

OU

GH

-RAT

E (C

TR) I

MPA

CT

24.6%

thousands

0%

10%

20%

30%

40%

50%

60%59.8%

הכנסהincome

29.2%

עבודהworking

17.1%

תחסכוsave

5.7%

כסףof money

34.1%

המדינהthe state

19.2%

מסtax

8.6%

ביטוחinsurance

13.3%

מחירprice

4.5%

הבנקthe bank

8%

שקליםNIS

CLI

CK

-TH

RO

UG

H-R

ATE

(CTR

) IM

PAC

T

0%

25%

50%

500%

600%

530.5%

liraLira currency

1.3%

gratuitafree

22.1%

guadagnareearn

2.93%

comprarebuy

49.8%

investireinvest

20.6%

cessionecession

11.8%

segretariasecretary10.9%

11.7%

casahouse

CLI

CK

-TH

RO

UG

H-R

ATE

(CTR

) IM

PAC

Tguadagno

I earn

lavorandoworking

10%

20%

30%

40%

50%

60%

51.4%

achetébought

19.8%

réductionreduction

17.9%

loilaw

46.3%

appartementsapartments

19.5%

prévueexpected

hausserise

13.8%

banquesbanks

19.2%

mécanismesmechanisms

16.7%

bénéficierbenefit

17.1%

ménageshousehold

CLI

CK

-TH

RO

UG

H-R

ATE

(CTR

) IM

PAC

T

Germany

0%

20%

40%

60%

80%

100%

81.3%

machtpower

54%

DeutscheGerman

39.8%

rohstoffpreisecommodity prices

20%

fahrerdriver

59.5%

bankenbanks

12.5%

mittelstandmiddle class

41.1%

anziehenattract

26%

autoversicherungcar insurance

34.7%

kostencosts

16.6%

zahlennumbers

CLI

CK

-TH

RO

UG

H-R

ATE

(CTR

) IM

PAC

T

Top 10 Finance Keywords by Country, Ranked by CTR Impact**Data for all countries indicates CTR impact (Average percentage of increase in CTR for titles with that word.)

13

Global Trends in Finance 2018

Australia India

CAMPAIGN INSIGHTS: Finance Keyword Performance in APAC

0%

50%

100%

150%

200%

250%

300%

350%

400%376.3%

claimdrivers

277.4%

reward

72.8%

bubblehousing

80.5%

lotto41.6%

spent24.6%

residents23.2%

potential

CLI

CK

-TH

RO

UG

H-R

ATE

(CTR

) IM

PAC

T

0%

5%

10%

15%

20%

25%

30%

35%

40%38.4%

money

14.7%

platinum

7.8%

bank

31.5%

balance

22.4%

investing

11.6%

gold

4.2%

savings

10.8%

free10.6%

check

CLI

CK

-TH

RO

UG

H-R

ATE

(CTR

) IM

PAC

T

Top 10 Finance Keywords by Country, Ranked by CTR Impact**Data for all countries indicates CTR impact (Average percentage of increase in CTR for titles with that word.)

14

Global Trends in Finance 2018

USER INSIGHTS:

Top Hours of Day for Finance Impressions WorldwideHours in which Internet Users See the Most and Least Amount of Finance ContentThe graphs below indicate which hour of the day users see the most finance content worldwide. Most of the exposure to finance content happens during business hours, where the least occurs between 3 AM and 4 AM.

0:00 1:00 2:00 3:00 5:00 6:00 7:00 9:00 10:00 11:00 13:00 14:00 15:00 17:00 18:00 19:00 21:00 22:00 23:004:00 8:00 12:00 16:00 20:00 24:00

United StatesUnited Kingdom

AustraliaFrance

GermanyCanada

IsraelIndiaItaly

BrazilSouth Korea

Thailand

Very high High Moderate Low

15

Global Trends in Finance 2018

USER INSIGHTS:

Impressions Per Hour of Day by CountryThailand deviates from the worldwide pattern, with users being exposed to more finance content in the morning, before the workday begins. This could be tied to device trends, which show mobile devices are much more widely used to consume finance content than desktop devices—the preferred device type at the office.

Other deviating trends happen across mobile devices in various countries. Where trends change, finance advertisers should adjust their campaigns by time of day using Taboola’s Campaign Scheduler.

United States

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Germany

Israel

South Korea

United Kingdom

Canada

India

Brazil

France

Australia

Italy

Thailand

16

Global Trends in Finance 2018

USER INSIGHTS:

Top Hours of the Day for Clicks on Finance Content Worldwide

The graph indicates which hour of the day users click on the most finance content worldwide. In line with exposure indicated by trends in impressions, more clicks on finance content happen in the middle of the day, while the top time varies by country.

0:00 1:00 2:00 3:00 5:00 6:00 7:00 9:00 10:00 11:00 13:00 14:00 15:00 17:00 18:00 19:00 21:00 22:00 23:004:00 8:00 12:00 16:00 20:00 24:00

United StatesUnited Kingdom

AustraliaFrance

GermanyCanada

IsraelIndiaItaly

BrazilSouth Korea

Thailand

Very high High Moderate Low

Comparing Clicks on Finance vs. Total

17

Global Trends in Finance 2018

Korea deviates from the worldwide pattern, with a 300% increase in clicks on finance content in the morning, around 9 AM. This engagement happens on desktop devices and then slowly declines until 4 AM.

In Israel, where the majority of clicks on finance content happen on mobile devices, the most clicks occur before and after work—perhaps during commuting hours.

USER INSIGHTS: Clicks Per Hour of Day by Country

United States

Germany

Israel

Brazil

United Kingdom

Canada

India

Thailand

France

Australia

Italy

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

18

Global Trends in Finance 2018

0

60,000

30,000

120,000

90,000

150,000

SaturdayFridayThursdayWednesdayTuesdayMondaySunday

Click

s

Americas

EMEA

APAC

USER INSIGHTS: Top Days of the Week for Clicks for Finance Content WorldwideThe graph indicates which day of the week demand for finance content indicated by clicks, is highest for finance content worldwide. Various countries see more engagement with finance content on the weekends than the weekdays.

0

350,000

400,000

250,000

300,000

150,000

200,000

50,000

100,000

SaturdayFridayThursdayWednesdayTuesdayMondaySunday

Click

s

0

40,000

60,000

80,000

100,000

120,000

SaturdayFridayThursdayWednesdayTuesdayMondaySunday

Click

s

19

Global Trends in Finance 2018

In Canada, the CTR for mobile and tablet devices are fairly similar on the weekends and weekdays, but for desktop devices, CTRs drop dramatically over the weekend.

In Israel, the work week happens between Sunday and Thursday, and the weekend from Friday to Saturday. Although the CTR for desktop devices remains the same, the CTR for mobile and tablet devices increases over the weekend.

USER INSIGHTS:

CTR Per Day of the Week by Country

United States

Click

Thr

ough

Rat

e (C

TR)

Click

Thr

ough

Rat

e (C

TR)

Click

Thr

ough

Rat

e (C

TR)

Click

Thr

ough

Rat

e (C

TR)

Day of the Week

Day of the Week

Click

Thr

ough

Rat

e (C

TR)

Day of the Week

Click

Thr

ough

Rat

e (C

TR)

Day of the Week

Click

Thr

ough

Rat

e (C

TR)

Day of the Week

Click

Thr

ough

Rat

e (C

TR)

Day of the Week

Day of the Week

Day of the Week

Day of the Week

Day of the Week

Day of the Week

Day of the Week

Germany

Israel

South Korea

United Kingdom

Canada

India

Brazil

France

Australia

Italy

Thailand

Click

Thr

ough

Rat

e (C

TR)

Click

Thr

ough

Rat

e (C

TR)

Click

Thr

ough

Rat

e (C

TR)

Click

Thr

ough

Rat

e (C

TR)

20

Global Trends in Finance 2018

USER INSIGHTS:

Top Hours of the Day for CTR for Finance Content WorldwideThe graph indicates which hour of the day CTR is highest for finance content worldwide. Various countries see more engagement with finance content during work hours, and the least engagement between the hours of 3 AM and 4 AM.

0:00 1:00 2:00 3:00 5:00 6:00 7:00 9:00 10:00 11:00 13:00 14:00 15:00 17:00 18:00 19:00 21:00 22:00 23:004:00 8:00 12:00 16:00 20:00 24:00

United StatesUnited Kingdom

AustraliaFrance

GermanyCanada

IsraelIndiaItaly

BrazilSouth Korea

Thailand

Very high High Moderate Low

21

Global Trends in Finance 2018

The CTR by country varies dramatically by country, but is important for driving campaign clicks.

USER INSIGHTS:

CTR Per Hours of the Day by Country

United States

Click

Thr

ough

Rat

e (C

TR)

Click

Thr

ough

Rat

e (C

TR)

Click

Thr

ough

Rat

e (C

TR)

Click

Thr

ough

Rat

e (C

TR)

Click

Thr

ough

Rat

e (C

TR)

Click

Thr

ough

Rat

e (C

TR)

Click

Thr

ough

Rat

e (C

TR)

Click

Thr

ough

Rat

e (C

TR)

Click

Thr

ough

Rat

e (C

TR)

Click

Thr

ough

Rat

e (C

TR)

Click

Thr

ough

Rat

e (C

TR)

Click

Thr

ough

Rat

e (C

TR)

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Hour of the Day

Germany

Israel

South Korea

United Kingdom

Canada

India

Brazil

France

Australia

Italy

Thailand

Taboola is the leading discovery platform, serving over 450 billion recommendations of articles, blogs, videos, products and apps to over one billion unique users every month on thousands of premium sites and mobile carriers. Publishers, brand marketers, and performance advertisers leverage Taboola to retain users on their sites, monetize their traffic, and distribute organic and sponsored content as well as video to engage high-quality audiences.

Partners include: USA TODAY, Huffington Post, MSN, Business Insider, The Independent, Welt, L’Express and The Weather Channel. A global company with local service touchpoints, Taboola is headquartered in New York City with offices in Los Angeles, London, Tel Aviv, Mexico, New Delhi, Bangkok, São Paulo, Beijing, Shanghai, Istanbul, Seoul, Sydney and Tokyo.

Learn more at www.taboola.com and follow @taboola on Twitter.