The finance sector in Latin America has been intensifying its presence in the digital environment rapidly. In the last three months, banks, digital wallets, brokerage firms, and fintechs have invested around $327 million in digital campaigns, resulting in 16.9 billion impressions, according to Admetricks data.
According to Rafael Magdalena, director of US Media Performance, this movement goes beyond a simple budget redistribution. ‘The increase in digital media investment represents a strategic shift. Since the pandemic, the digitization of financial services has gained strength, leading banks and fintechs to prioritize digital channels for customer acquisition. Digital wallets, for example, have evolved into full-fledged banks, competing with traditional institutions — especially in the credit segment,’ he states.
The 2024 numbers reinforce this strategic shift. According to Appsflyer, the finance sector led media investments in the region, with a total of $1 billion — nearly three times more than the second-place sector, gaming. This leap reveals a transformation in strategic positioning: digital channels have ceased to be supporting roles and have become growth pillars. In Mexico, for example, the financial vertical leads investments in user acquisition among Spanish-speaking countries.
According to the survey, it is estimated that the global mobile banking user number will exceed 3.6 billion by 2025. In this scenario, the finance sector not only responds to transformations — it has been a driving force behind these changes. ‘This new investor appetite has been driving the advancement of digital marketing strategies, consolidating media as one of the main vectors of scale and return. Online presence has shifted from being peripheral to occupying the core of acquisition actions,’ Magdalena concludes.
When data, channels, and context work together
The transformation is also reflected in how campaigns are planned. The integration of primary data, smart segmentation, and performance technologies has enabled strategies increasingly aligned with consumer behavior. As a result, the digital performance of financial companies globally rose by 27% in 2024. In Latin America, app sessions increased by 50%, and installations rose by 29%, according to Adjust.
For Magdalena, institutions are realizing that being online is not enough. “The sector is starting to understand that knowing where, when, and how to appear is necessary. This demands good positioning, efficient use of metrics, and a keen understanding of the audience. Diversification of formats and channels isn’t just a trend; it’s essential. The future of cost-effective advertising lies in connecting touchpoints seamlessly, activating actions with clear objectives, and measuring impact accurately,” she explains.
Today, the communication within the industry goes beyond brand building. Conversion, retention, and re-engagement take center stage in decision-making. Mobile platforms, CTV, social networks, influencers, and Retail Media operate cohesively, requiring consistency throughout the journey.
