2025 TV Advertising Trends in the Financial Sector

TV advertising in the financial services sector is no longer your grandfather’s suit-and-tie infomercial. It’s smart, data-driven, and surprisingly stylish. Shaped by shifts in consumer behavior, tech innovation, and a renewed focus on trust and personalization, financial brands are rethinking how they show up in today’s advertising landscape.

While Baby Boomers (61-79 yrs old) still hold the majority of investment assets, Millennials (29-44 yrs old) are gaining influence—and they’re not tuning into linear TV. That’s pushing financial brands to diversify their strategies across Connected TV (CTV), digital, and experiential channels.

As Emily Childers of Credit Karma puts it: “You have to experiment with new and non-traditional channels to meet the customer where they are.”*

Here are the key trends reshaping financial TV ads in 2025:

1. CTV and Streaming Take the Lead

JPMorgan Chase now runs tailored campaigns on Hulu and Roku, adjusting messages by location and life stage—think mortgages for millennials, retirement tips for Gen X. With CTV usage rising fast but ad spend still lagging, there’s major room to grow.

2. Leveraging Addressable Advertising for Personalization

Fidelity uses addressable TV ads to target viewers based on zip code, income, and retirement readiness. Their “Let’s Talk Goals” campaign delivers tailored advice and resonates more deeply than generic messaging.

3. Integrating Shoppable TV Ads

SoFi leaned into QR-code-enabled ads during March Madness 2025, letting viewers open accounts mid-game. That campaign saw a 22% lift in sign-ups—proof that convenience drives conversion.

4. AI-Driven Creative

American Express uses AI to serve custom versions of its “Member Since” ads based on viewer behavior—like showing business perks to entrepreneurs and travel rewards to frequent flyers. Result: 40% more engagement than static ads.

5. Prioritizing Sustainability and Social Responsibility

Bank of America spotlighted its $1.5 trillion climate finance goal during Earth Week, The campaign aired across both linear and streaming platforms, with specific versions tailored for Gen Z on Peacock and Gen X on network news.

With 73% of millennials favoring socially responsible brands, this isn’t just good PR—it’s good business.

6. Privacy as a Selling Point

Discover’s “Data Belongs to You” campaign responded to growing consumer concern over privacy. By promoting transparency and opt-in policies, the brand earned a 15-point trust boost among Gen Z.

7. Blending Old and New Channels

Because Grandma still watches the 6 o’clock news—and might need help with estate planning. Edward Jones continues to invest in linear TV, especially for storytelling during news and sports. But they’ve added CTV through YouTube TV and Sling, striking a balance between reach and relevance.

Bottom Line: Financial brands in 2025 aren’t ditching TV—they’re redefining it. The winners will be those who combine tech with trust, personalization with privacy, and tradition with innovation.

Need help navigating your evolving advertising strategy? Contact us today.

*Forbes: 2025

#Advertising #DirectAvenue #PerformanceMarketing #TVAdTrends #Personalization #Creative #Privacy #Channels #LinearTV #Campaign #AI #ConnectedTV #TVAdvertising  #ArtificialIntelligence #AdTech #Streaming #ShoppableTVAds #FinanceIndustry #Sustainability #MediaBuyingAgency #WhatIsCTV #WhatIsLinearTV

Nicky de la Salle is the Vice President of Growth at DirectAvenue. With more than 20 years of experience, including a decade at a “Big 6” global agency, in performance marketing and growth strategy, she is a proven senior leader with specializations in omni-channel marketing, eCommerce and digital marketing channels. Nicky has driven the performance marketing vision for Fortune 500, Entrepreneurs and Tech-Disrupters alike both in the US and internationally. 

Head to our blog page, services page, and LinkedIn for more!

Interested in learning more about WHO we are? Visit here!