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 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 simple budget redistribution. ‘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.
The 2024 numbers reinforce this strategic shift. According to Appsflyer, the financial sector led media investments in the region, totaling $1 billion—almost three times more than the second-place sector, gaming. This leap reveals 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 survey also estimates that the number of global mobile banking users will exceed 3.6 billion by 2025. In this scenario, the financial sector is not just responding to changes—it has been a driving force behind them. ‘This new investor appetite has been accelerating the advancement of digital marketing strategies, consolidating media as one of the main vectors of scale and return. Online presence has moved from being supplementary to occupying the center of acquisition efforts,’ concludes Magdalena.
When data, channels, and context work together
The transformation is also reflected in how campaigns are planned. The integration of primary data, intelligent segmentation, and performance technologies has enabled increasingly consumer-aligned strategies. As a result, the digital performance of financial companies saw a global growth of 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 beginning to understand the need to know where, when, and how to appear. This requires good positioning, efficient use of metrics, and refined 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 brand building. Conversion, retention, and reengagement are at the core of decisions. Mobile platforms, CTV, social media, influencers, and Retail Media operate in an integrated manner, demanding consistency throughout the customer journey.
