CTV by industry

Financial Services CTV Advertising

For fintech, lending, banking and wealth brands

CS & Co. runs financial services CTV for fintech, lending, banking and wealth brands. Financial services is a trust-first, high-consideration category. CTV should build credibility and product familiarity before the application, then prove whether exposure drives application starts, funded accounts and cost per funded account.

Find out if CTV is a fit

Where it usually breaks

Why does financial services CTV underperform?

Because finance brands optimize to the cheapest top-of-funnel event, a sign-up or an application start, and call it acquisition, when the number that matters is a funded account or loan. The media buy ends up priced against the wrong event.

Two things we find almost every time

Triggering terms without disclosures. A down-payment amount, number of payments, monthly payment or “0% APR” sits in the creative without the additional disclosures Regulation Z requires, or the toll-free number that the TV alternative disclosure would allow instead.
A “funded” pixel that fires at application. The cost per funded account on the dashboard is really cost per application, so it reads far better than reality.

The measurement framework

What will your board ask about financial services CTV?

CTV's job in financial services is to build enough credibility that a household applies. These four questions test whether it did, and whether those applications became funded accounts at a real cost.

Did the right household notice?

Brand signals, measured against a geo control

Households reached
Completed-view rate
Recall by market
Brand-search lift

Did it change what they did next?

Intent signals: behavior after exposure

Application-start sessions
Rate and product page views
“Check your rate” and prequalify events
Calculator-tool sessions

Did it move the business?

Business outcomes, proven with The CS Method™

Applications submitted
Funded accounts and loans via CRM or server-to-server match-back
Funded revenue via match-back
Geo incrementality test: application lift

What did each outcome cost?

Acquisition efficiency: cost per real result

Cost per funded account or loan
Cost per application
Cost per app install
Cost per household reached

Your KPIs get set together on the call, against your numbers, not this list.

What proof does CS & Co. have in financial services?

Want to see how we’d measure yours? We’ll walk you through our full test design on the call, and share references under NDA. The method is The CS Method™, the same one behind our health & wellness case study, where an incrementality test showed 41.4% more purchases among households that saw the ads.

Which rules apply to financial services CTV ads?

Credit advertising that states a triggering term needs the additional disclosures in Regulation Z (12 CFR 1026.24), which also sets an alternative disclosure for TV. Your compliance team approves every spot before it runs.

Regulatory note updated September 2026. This is not legal advice.

Straight answers

Frequently asked questions

How do fintech brands measure CTV?

By funded accounts, not sign-ups. CS & Co. matches exposed households to applications and then to funded accounts or loans through your CRM or a server-to-server feed, and uses a geo incrementality test to separate the applications CTV added from those that would have come anyway.

How do compliance disclosures work in :15 and :30 spots?

If a spot states a triggering term such as a monthly payment or APR, Regulation Z requires additional disclosures, with an alternative route for TV. CS & Co. scripts the offer around what fits on screen and your compliance team approves every cut before launch.

What is cost per funded account?

Total media cost divided by accounts or loans that actually funded, matched back from your own system. It is usually far higher than cost per application, which is why CS & Co. verifies the pixel fires at funding before any number reaches a dashboard.

One way to start

What would a customer cost you on CTV?

Most CTV plans are DECAF. They spend, they report, and nobody can prove what they sold. CS & Co. plans, buys and measures your streaming TV against the number you're held to, proves what it caused with The CS Method™, and only earns past the plan fee when that number moves.