Retail banks are increasingly tapping into social media platforms and streaming services to boost profits, with 60% of advertisers reallocating budgets toward retail media, a study from SAS shows.
“By the end of 2026, every major retail bank will have some form of media strategy, whether they label it as such or not,” said Cornelia Reitinger, Head of Advertising Business Development at SAS.
Reitinger noted that banks that successfully build and run financial media networks could see a 20%–30% increase in non-interest income within two years.
One European digital bank, for instance, recorded an annualised return rate of $50 million from what SAS terms “financial media networks” earlier in 2025, with performance on track to reach $100 million by early 2026.
Traditionally dependent on interest income and fees, retail banks now face heightened competition, tighter margins, and evolving regulations, SAS added.
Reitinger said banks with more than 3–5 million customers, high digital engagement, and strong loyalty programmes are prime candidates for FMNs.
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