The financial sector in Latin America has been intensifying its presence in the digital environment at an accelerated pace. In the last three months, banks, digital wallets, brokerages, and fintechs invested around US$ 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 increase in digital media investment represents a strategic turnaround. 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-fledged banks, competing with traditional institutions—especially in the credit segment," he states.
The numbers for 2024 reinforce this strategic shift. According to Appsflyer, the financial sector led media investments in the region, with a total of $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 secondary and have become pillars of growth. In Mexico, for example, the financial vertical leads in user acquisition contributions among Spanish-speaking countries.
According to the survey, the estimate is that the number of global mobile banking users will exceed 3.6 billion by 2025. In this scenario, the financial sector not only responds to the transformations but has also been a leading force 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 become central to acquisition actions," concludes Magdalena.
When data, channels, and context work together
The transformation also reflects in the way campaigns are planned. The integration of primary data, intelligent segmentation, and performance technologies has enabled increasingly aligned strategies with consumer behavior. As a result, the digital performance of financial companies recorded a global growth of 27% in 2024. In Latin America, the number of 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 industry 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. Diversification of formats and channels is not just a trend; it is essential. The future of cost-effective advertising lies in connecting touchpoints seamlessly, activating actions with clear objectives, and measuring impact accurately," he explains.
Today, the communication of the area goes beyond brand building. Conversion, retention, and re-engagement are at the center of decisions. Mobile platforms, CTV, social networks, influencers, and Retail Media operate in an integrated manner, requiring consistency throughout the entire journey.
