OANDA

OANDA aimed to convert high-intent, regulated platform traders into verified crypto depositors within 60 days, distinguishing itself from unregulated competitors on trust and compliance. Three obstacles defined what that required:

Key Obstacles

• Audience precision: Crypto deposit acquisition requires users with both trading familiarity and capital readiness. Broad finance audiences include users who research platforms without depositing.
• Trust differentiation: OANDA competes against unregulated crypto platforms that offer higher leverage and fewer compliance requirements. Communicating regulatory credibility required reaching audiences already predisposed to valuing institutional-grade security.
• CPA efficiency at scale: Opening CPA in a new channel required structured learning phases to identify the strongest-converting audience and creative combinations before scaling spend.

OANDA needed a platform that could reach perpetual traders and token swappers through verified behavioural signals. Standard display networks delivered impressions to broad finance audiences without the on-chain context to distinguish active traders from passive researchers. Blockchain-Ads enabled OANDA to deliver compliance-led messaging in environments where institutional credibility was already valued, through three capabilities:

• Behavioural trading segments: Campaigns reached Blockchain-Ads' prebuilt audience segments of Perpetual Traders and Token Swappers identified through verified on-chain trading activity.
• Traditional finance crossover targeting: Investment, trading, and personal finance segments captured traditional traders seeking regulated crypto access, extending reach beyond pure crypto-native audiences.
• Compliance-compatible inventory: The crypto-native publisher environment allowed OANDA to lead with regulatory compliance and advanced trading tool messaging without the policy constraints present on mainstream networks.

• Total conversion: 1,932 across a 60-day campaign window.
• Final CPA: $155, down from $401 at campaign launch.
• Total deposit volume: $805,520 generated across crypto trading accounts.
• Impressions: 18.5M+ delivered across global English-speaking markets.
• CTR: 3.9% blended across all display placements.

The campaign launched across Perpetual Traders, Token Swappers, Investment and Trading, and Personal Finance segments simultaneously. Display ads led with regulatory compliance messaging, emphasising platform security, advanced trading tools, and multi-asset capabilities to differentiate OANDA from unregulated competitors. A/B testing ran across regional market variants to identify which combination of audience and compliance messaging drove the strongest deposit intent. Opening CPA sat at $401 across 39 conversions as the algorithm established baseline performance data across the new channel.

Perpetual Traders and Token Swappers outperformed traditional finance segments on conversion depth. This confirms that crypto-active audiences with verified trading history were the strongest predictors of deposit completion. The retargeting funnel activated against users who had engaged with the platform awareness creative but had not yet deposited. Thus, delivering trust-building and feature-led messaging to close the gap. Spend consolidated behind the top-performing segments and creative combinations, driving CPA from $401 to $330, an 18% reduction, with 348 conversions delivered across the phase.

The final phase concentrated spend behind Perpetual Traders and the compliance and advanced tools creative angles. Retargeting was running in parallel against the accumulated warm audience pool. Conversion volume accelerated significantly in Month 2, with 1,546 of the campaign's 1,932 total conversions delivered in this phase alone. CPA compressed from $330 to $155, a further 53% reduction, closing the 60-day campaign with 1,932 verified crypto deposits. $805,520 in total deposit volume, and a 61% total CPA reduction from the Phase 1 starting point.