The financial sector in Latin America has been intensifying its presence in the digital environment rapidly. In the last three months, banks, digital wallets, brokerages, and fintechs 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 increased investment in digital media represents a strategic turnaround. Since the pandemic, the digitalization of financial services has gained momentum, 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 affirms.
The numbers from 2024 reinforce this strategic shift. According to Appsflyer, the financial sector led media investments in the region, totaling $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 actors and have become pillars of growth. In Mexico, for example, the finance vertical leads user acquisition investments 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 financial sector not only responds to transformations but has been a protagonist in driving these changes. ‘This new appetite from 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 moved to the center of acquisition actions,’ concludes Magdalena.
When data, channels, and context work together
The transformation is also reflected in how campaigns are planned. The integration between primary data, intelligent segmentation, and performance technologies has enabled strategies increasingly aligned with consumer behavior. As a result, the global digital performance of financial companies recorded a 27% growth in 2024. In Latin America, the number of sessions in apps 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 beginning to understand that it is necessary to know where, when, and how to appear. This requires good positioning, efficient use of metrics, and a keen understanding of the audience. The diversification of formats and channels is not just a trend; it is essential. The future of economic advertising lies in connecting touchpoints with fluidity, activating actions with clear objectives, and measuring impact with precision,’ she explains.
Today, the communication in the area 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 in an integrated manner, requiring consistency throughout the journey.
