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 data from Admetricks
According to Rafael Magdalena, US Media Performance Director, this movement goes beyond a simple budget redistribution. The increase in investment in digital media represents a strategic turning point. Since the pandemic, the digitization of financial services gained strength, leading banks and fintechs to prioritize digital channels for customer acquisition. Digital wallets, for example, evolved into full banks, competing for space with traditional institutions — especially in the credit segment, affirms
The numbers for 2024 reinforce this strategic shift. According to Appsflyer, the financial sector led media investments in the region, with a total of US$ 1 billion — almost three times more than the second place, the gaming sector. 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 investments among Spanish-speaking countries
Still 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 transformations — he has been a leading figure in driving these changes. This new appetite of investors is 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 auxiliary and has become central to acquisition efforts, I finished Magdalena
When data, channels and context work together
The transformation is also reflected in how campaigns are planned. The integration between primary data, smart segmentation and performance technologies have enabled strategies increasingly aligned 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 sessions in apps increased by 50% and installs rose by 29%, according to Adjust
For Magdalena, institutions are realizing that being online is not enough. The sector is beginning to understand that it is necessary to know where, when and how to appear. That requires good positioning, efficient use of metrics and keen understanding of the audience. The diversification of formats and channels is not just a trend; it is essential. The future of economic advertising lies in seamlessly connecting touchpoints, activate actions with clear objectives and measure impact accurately, explain
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 media, influencers and Retail Media operate in an integrated manner, demanding consistency throughout the journey
