The digital transformation of the financial sector in Latin America took another leap in recent months. Among banks, fintechs, brokerages, and digital wallets, digital media investments totaled $327 million in the first quarter of 2025, with 16.9 billion impressions, according to Admetricks data. The significant volume reflects a shift in mindset in the sector, which now sees online channels not just as support but as central to 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 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 says.
Digital channels are no longer secondaryThe Appsflyer report reinforces the new scenario: the financial sector led media investments in the region in 2024, totaling $1 billion—almost three times more than the runner-up, the gaming sector. In Mexico, finance stood out as the leader in user acquisition spending—a clear reflection of digital’s centrality in growth strategies.
With mobile banking expected to surpass 3.6 billion users worldwide by year-end, the financial sector isn’t just responding to changing consumer behavior—it’s dictating the pace of transformation. ‘This new investor appetite is driving digital marketing strategies forward, cementing media as a key lever for scale and returns. Online presence is no longer supplementary—it’s now core to acquisition efforts,’ Magdalena emphasizes.
Data, segmentation, and performance: The new acquisition triad
This shift also directly impacts campaign structures. Strategies based on first-party data, refined segmentation, and performance technologies enable highly targeted actions, improving results across the funnel. According to Adjust, the financial sector’s digital performance grew 27% globally in 2024. In Latin America, app sessions rose 50%, and installs increased 29%.
‘Being online is no longer enough,’ Magdalena notes. ‘The sector is realizing the need to know where, when, and how to appear. This requires smart positioning, efficient metric use, and precise audience insights. Diversifying formats and channels isn’t just a trend—it’s essential. The future of financial advertising lies in seamlessly connecting touchpoints, activating clear objectives, and measuring impact accurately.’
Far beyond brand building
Under this new logic, communication priorities also evolve. Conversion, retention, and re-engagement now guide decisions, presenting financial institutions with a more complex—and strategic—landscape. Mobile platforms, CTV, social networks, influencers, and retail media now operate cohesively, demanding journey-wide consistency.
With the right data and well-planned architecture, the sector is primed to turn media investment into a competitive edge.
