Fintech media: trust in banks turns into advertising inventory
Experts from T-Bank, SberAds, Yandex Plus AdTech, Alfa-Bank, and MTS Ads called fintech media an experimental channel: there is trust, but no unified measurement standards.
Fintech media have already won the audience's trust and learned to measure sales, but for advertisers the channel remains experimental. This was the conclusion reached by participants of the plenary session "Fintech Media in Russia: From Banking Inventory to an Independent Advertising Market," held on September 18 at the "Fintech Media Day" conference.
The discussion involved representatives of six major market players: T-Bank, T-Ads, SberAds, Yandex Plus AdTech, Alfa-Bank, and MTS Ads. The speaker lineup is telling in itself. At one table sat both banks developing their own advertising platforms and technology companies working with media products inside ecosystems.
Trust as an asset
The central theme of the discussion was trust. Banking apps and services have spent years building relationships with users, and today this intangible asset is turning into a commodity. The fintech media audience trusts the platforms where they conduct financial transactions. For an advertiser, this means a quality placement environment and a loyal user.
The second argument in favor of the channel is measurability. Experts noted that fintech media can track sales. Advertising inside banking services is linked to transactional data, which gives advertisers the ability to assess not reach and impressions, but direct effect.
Barriers: closedness and standards
Despite the obvious advantages, the experts unanimously called the channel experimental. There are two reasons.
The first is the closedness of banking ecosystems. Each major system develops its advertising business by its own rules and is in no hurry to open data to external players. An advertiser accustomed to open programmatic and exchange purchases faces an opaque and fragmented offering.
The second is the absence of unified measurement standards. Without commonly accepted methodologies, comparing the effectiveness of placements across different fintech media — or with classic channels — is practically impossible. This holds back budget flows: advertisers are ready to test, but not ready to scale investments without valid metrics.
From banking inventory to a market
The wording of the session's title — "from banking inventory to an independent advertising market" — accurately reflects the vector discussed by the participants. Today, advertising opportunities inside banking apps are perceived as additional inventory that the ecosystem monetizes on its own. Tomorrow, by the players' design, fintech media could become a full-fledged segment of the advertising market with its own rules, standards, and independent evaluation.
The path to this goal runs through two transformations. The first is opening up the ecosystems: cooperation with external agencies, independent exchanges, and data operators. The second is developing unified measurement standards that will allow advertisers to compare platforms and plan budgets on equal footing with television, outdoor advertising, and digital channels.
The discussion participants did not name specific timelines for when fintech media will cease to be an experimental channel. However, the very fact of consensus among competitors — banks, Sber, Yandex, and MTS — speaks to the maturity of the conversation. A market that until recently consisted of isolated pilots is moving toward a systemic discussion about its own structure.
For advertisers, there is only one practical conclusion for now: fintech media should be considered a test channel with a verifiable transactional effect, but planning significant budgets is premature — until open access and unified metrics appear.
Source: AdIndex
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