The financial sector in Latin America has rapidly intensified its presence in the digital environment. Over the last three months, banks, digital wallets, brokerages, and fintech companies 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 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 states.
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 pillars of growth. In Mexico, for instance, the financial vertical leads user acquisition investments among Spanish-speaking countries.
The report 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 only responding to transformations—it has been a driving force behind these changes. ‘This new investor appetite is accelerating the advancement of digital marketing strategies, consolidating media as one of the key drivers of scale and return. Online presence is no longer supplementary but has become central to 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, financial firms’ digital performance saw a 27% global growth in 2024. In Latin America, app sessions rose by 50% and installations increased by 29%, according to Adjust.
For Magdalena, institutions are realizing that being online is not enough. ‘The sector is beginning to understand the importance of knowing where, when, and how to appear. This requires strong positioning, efficient use of metrics, and precise audience analysis. Diversifying formats and channels is not just a trend; it’s essential. The future of economic advertising lies in seamlessly connecting touchpoints, executing actions with clear objectives, and measuring impact accurately,’ he explains.
Today, the sector’s communication goes beyond brand-building. Conversion, retention, and reengagement now drive decision-making. Mobile platforms, CTV, social media, influencers, and Retail Media operate in an integrated manner, demanding consistency across the entire customer journey.
