The Dollars and Cents
of Performance-Based Marketing
From purveyors of merchant loans to companies that specialize in structured settlements to companies focused on tax preparation and settlements —
and everything in between — financial services
have long had an affinity for performance-based
advertising’s effectiveness at driving new leads.
Mal Karlin, president and chief creative officer
at Karlin + Pimsler in New York, says anywhere
from 50 percent to 70 percent of his firm’s business involves financial services clients.
Karlin, who was putting the finishing touches on a new
iteration of a TV campaign for Rapid Advance at press
time, says the original show continues to get “an incredible
response” from TV and says its stands out because it helped
a company create a trusted financial brand overnight. “Sell-
ing soap suds is one thing, but when you’re talking about
your own money in the context of structured loans and
other vehicles, you have to really focus on creating a trusted
brand,” says Karlin.
Despite its obvious win with Rapid Advance, hitting
target audiences solely with television has become more difficult for Karlin + Pimsler as the numbers of cable subscribers decreased during the past couple of years. “Everyone is
cutting the cord and going over to Netflix and Hulu,” says
Karlin. “TV producers have to work harder to get the attention of the viewer.”
7 Seconds to Create Impact
Karlin sees the shrinking attention span of the TV audience as a significant challenge for marketers who are already
wrestling with rising media costs and a fragmented TV environment.
“TV advertising is basically a form of speed dating,” says
Karlin, who points out that the human attention span has
dropped from 12 seconds in 2000 to just eight seconds in
recent research (compare this to a goldfish’s attention span,