The Latin American financial sector has been intensifying its presence in the digital environment at an accelerated pace. In the last three months, banks, digital wallets, brokers 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, Director da US Media Performance, this movement goes beyond a simple budget redistribution. The increase in investment in digital media represents a strategic turning point. Since the pandemic, the digitisation of financial services gained strength, encouraging banks and fintechs to prioritise digital channels for customer acquisition. Цифрові гаманці, for example, evolved into full banks, competing for space with traditional institutions — especially in the credit segment, affirms
Os números de 2024 reforçam essa mudança estratégica. According to Appsflyer, the financial sector led media investments in the region, with a total of 1 billion US dollars — 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, a vertical financeira lidera os aportes em aquisição de usuários entre os países de língua espanhola
Still according to the survey, the estimate is that the number of global mobile banking users will exceed 3,6 mil millones para 2025. In this scenario, the financial sector not only responds to transformations — he has been a leading figure in driving these changes. Este novo apetite dos investidores está impulsionando o avanço das estratégias de marketing digital, 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 actions, Magdalena has finished
Quando dados, canais e contexto trabalham juntos
The transformation also reflects in the way campaigns are planned. The integration between primary data, segmentation intelligente et technologies de performance ont permis des stratégies de plus en plus alignées sur le comportement des consommateurs. 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, quando e como aparecer. This 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, retenção e reengajamento ocupam o centro das decisões. Mobile platforms, CTV, social networks, influencers and Retail Media operate in an integrated manner, demanding consistency throughout the journey
