Banks tap ‘financial media networks’ for ad revenues

Consumer banks are preparing for a new line of revenue as so‑called financial media networks turn customer data and digital channels into advertising inventory, according to forecasts from analytics specialist SAS.

Under the model, banks sell advertising space across their own apps, websites and other customer touchpoints to third-party brands. They use first-party data on spending and account behaviour for audience targeting, echoing the commerce media strategies of online retailers and streaming platforms.

SAS said one unnamed European digital bank with more than 6 million customers has already generated an annualised run rate of more than USD $50 million (GBP £37 million) from its financial media network this year. It expects that figure to reach USD $100 million (GBP £75 million) by early 2026.

"Banks are moving from personalisation to partner-sponsored personalisation," said Alex Kwiatkowski, Director of Financial Services at SAS. "They're using the same infrastructure and data that powers internal offers to deliver paid campaigns from commercial partners - creating a revenue engine layered on top of their existing marketing tech."

The move comes as retail banks face pressure on margins from low-cost digital rivals, regulatory shifts and changing customer behaviour. Many large institutions have pushed into wealth management, insurance and subscription services. Advertising through financial media networks is emerging as another diversification option that sits on top of existing digital and data investments.

Media strategies

SAS executives expect the approach to spread rapidly across mainstream players over the next two years. "By the end of 2026, every major retail bank will have a media strategy, whether they call it that or not," predicted Cornelia Reitinger, Head of Advertising Business Development at SAS. "Banks that quietly tested the model over the past 12 to 18 months will begin reporting measurable revenue gains as advertisers and brands recognise the power of verified financial data."

Retail banks have historically relied on interest income from lending and deposits, alongside overdraft and service fees. Margin compression and caps on some fee streams in major markets have encouraged executives to look for more fee-based lines of business. SAS positions financial media networks as a route into non-interest income that draws on data that banks already hold from account and card activity.

"Institutions that operationalise financial media networks could realistically see a 20% - 30% uplift in non-interest income within two years," added Reitinger.

Retail media roots

The concept adapts the retail media network model that emerged more than a decade ago when large retailers began selling third-party ad space across their eCommerce sites and in-store screens. SAS cited industry estimates that this activity generates nearly USD $60 billion a year for Amazon alone.

Financial services firms began to follow that template in recent years. Klarna launched what SAS describes as the first fintech-driven financial media network in 2023. JPMorgan Chase introduced its Chase Media Solutions unit in 2024 as the first full-scale, bank-led network.

Chase now delivers more than 1.3 billion partner-personalised offers each month through its channels and is projected by SAS to drive USD $11.6 billion in merchant spending by the end of 2025. These offers typically take the form of card-linked rewards, in-app promotions and targeted merchant discounts.

"While this is a newer concept for many small and medium-sized banks, some cutting-edge institutions have already created financial media networks built on SAS marketing and advertising technology" said Kwiatkowski. "This puts them at the forefront of an accelerating trend as they incorporate third-party offerings alongside their own in-house promotional campaigns - and they're quickly reaping the benefits."

Data and privacy

Advertisers are shifting budgets from traditional channels towards digital environments where they can measure sales outcomes more directly. SAS cited research indicating that 60% of advertisers now move spend from legacy promotional formats into retail media.

The rise of financial media networks coincides with the decline of third-party cookies on web browsers, which previously underpinned much of the online advertising market. Brands are searching for what they regard as privacy-safe ways to reach defined audiences. Banks sit on what marketers view as high-quality first-party data based on verified income, spending and product usage.

With that data, banks can sell targeted placements inside online and mobile banking sessions, at automated teller machines and in branch environments. They can also extend audience segments for campaigns across external publisher sites where permitted under privacy rules and customer consents.

According to SAS, the strongest candidates for financial media networks are banks with more than 3 million to 5 million customers, high levels of digital engagement and established loyalty schemes. "If they have connected branches or eCommerce initiatives, even better," said Reitinger. "By establishing a media network, these banks can transform traditional loss-leaders like transaction accounts into profitable, data-driven assets."

Spending outlook

SAS expects advertising spend through bank-led media networks to quadruple over the next two years as more institutions launch formal offerings and as brands test against existing retail media budgets. It said the opportunity is not limited to global players, as regional and mid-market banks with strong digital footprints can also sell campaigns to local merchants and national advertisers.

The company said momentum is building as more banks announce or pilot their own media initiatives, often in partnership with marketing technology providers. It forecast that early adopters will begin disclosing financial contributions from these units in their non-interest income lines as volumes scale through 2026.

"Institutions that operationalise financial media networks could realistically see a 20% - 30% uplift in non-interest income within two years," added Reitinger.