The digital transformation of the financial sector in Latin America has taken another leap in recent months. Among banks, fintechs, brokerages, and digital wallets, investments in digital media totaled $327 million in the first quarter of 2025, with 16.9 billion impressions, according to Admetricks data. The significant volume reinforces a shift in mindset in the sector, which began to treat online channels not only as a support but as protagonists of growth strategies.
For Rafael Magdalena, director of US Media Performance, the change is deeper than it appears. “The increase in digital media investment represents a strategic turning point. Since the pandemic, the digitalization 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 banks, competing with traditional institutions – especially in the credit segment,” he states.
Digital channels are no longer supporting actors The Appsflyer survey reinforces the new scenario: the financial sector led media investments in the region in 2024, totaling $1 billion, nearly three times more than the second-place sector, the gaming sector. In Mexico, the financial vertical stood out as a leader in user acquisition investments – a clear reflection of the centrality of digital in growth strategies.
With the forecast that mobile banking will surpass 3.6 billion users worldwide by the end of this year, the financial sector not only responds to changes in consumer behavior – it sets the pace of transformation. “This new appetite of investors has been driving the advancement of digital marketing strategies, consolidating media as one of the main vectors of scale and return. Online presence has ceased to be accessory and has taken center stage in acquisition actions,” reinforces Magdalena.
Data, segmentation, and performance: the new trinity of acquisition
The movement also has direct impacts on how campaigns are structured. Strategies based on primary data, more refined segmentations, and performance technologies have allowed highly targeted actions, elevating results throughout the journey. According to Adjust data, the digital performance of the financial sector grew 27% globally in 2024. In Latin America, the number of app sessions increased by 50% and installations by 29%.
“Being online is no longer enough,” points out Magdalena. “The sector is starting to understand that it is necessary to know where, when, and how to appear. This requires good positioning, efficient use of metrics, and accurate audience reading. Diversification of formats and channels is not just a trend; it is essential. The future of economic advertising lies in connecting touchpoints seamlessly, activating actions with clear objectives, and measuring impact precisely.”
Far beyond brand building
With this new logic, the focus of communication has also evolved. Conversion, retention, and re-engagement are now guiding decisions, putting financial institutions in front of a more complex – and more strategic – scenario. Mobile platforms, CTV, social networks, influencers, and Retail Media already act in an integrated way, requiring consistency throughout the entire journey.
With the right data and a well-designed architecture, the sector is ready to turn media investment into a competitive advantage.
