The financial sector in Latin America has been rapidly increasing its presence in the digital environment. In the last three months, banks, digital wallets, brokerages, and fintechs have invested approximately $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 reallocation. ‘The increase in digital media investment represents a strategic shift. Since the pandemic, the digitization 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-service banks, competing with traditional institutions—especially in the credit segment,’ he states.
The 2024 figures reinforce this strategic shift. According to Appsflyer, the financial sector led media investments in the region, with a total of $1 billion—almost three times more than the second-place sector, gaming. This leap reflects a transformation in strategic positioning: digital channels have moved from supporting roles to becoming pillars of growth. In Mexico, for example, the financial vertical leads user acquisition investments among Spanish-speaking countries.
The report also estimates that the number of global mobile banking users will surpass 3.6 billion by 2025. In this scenario, the financial sector is not just responding to changes—it has been driving them. ‘This renewed investor appetite has fueled the advancement of digital marketing strategies, consolidating media as one of the primary drivers of scale and return. Online presence is no longer supplementary; it has become central to acquisition efforts,’ concludes Magdalena.
When data, channels, and context work together
The transformation also reflects how campaigns are being planned. The integration of primary data, smart segmentation, and performance technologies has enabled strategies increasingly aligned with consumer behavior. As a result, digital performance for financial firms grew by 27% globally in 2024. In Latin America, app sessions increased by 50%, and installations rose by 29%, according to Adjust.
Magdalena notes that institutions are realizing that being online is not enough. ‘The sector is starting to understand the importance of knowing where, when, and how to appear. This requires strong positioning, efficient use of metrics, and accurate audience insights. Diversifying formats and channels isn’t just a trend—it’s essential. The future of economic advertising lies in seamlessly connecting touchpoints, activating actions with clear objectives, and measuring impact precisely,’ he explains.
Today, communication in the sector goes beyond branding. Conversion, retention, and re-engagement are now central to decision-making. Mobile platforms, CTV, social networks, influencers, and Retail Media operate in an integrated manner, demanding consistency across the entire customer journey.
