Caso de estudio de Binance

Binance needed to acquire verified new traders in target markets through a channel that could reach crypto-active users with sufficient precision to justify the cost at scale. Four obstacles defined what that required:

Key Obstacles

• Platform restrictions: Google and Meta restrict crypto exchange advertising in several of Binance's key acquisition markets, limiting reach on the highest-volume paid channels.
• Audience depth: Reaching retail investors with demonstrated crypto intent required more than interest-based targeting. Broad networks could not identify wallet-active users at the segment level.
• Retargeting infrastructure: Converting users who had already engaged with Binance required a platform capable of building and activating a verified retargeting audience within a crypto-native environment.
• Conversion efficiency: The campaign needed to demonstrate CPA efficiency across both cold prospecting and warm retargeting to justify ongoing investment in the channel.

Standard programmatic networks served Binance impressions to broad financial interest audiences rather than verified crypto participants. Google and Meta imposed advertising restrictions in several target markets, and broad retargeting networks lacked the crypto-native publisher environment needed to reach users already evaluating exchanges. Blockchain-Ads provided the wallet-level targeting and retargeting infrastructure Binance needed through four capabilities:

• Middle-of-funnel audience targeting: The Retail Investors (MOF) segment reached crypto-active users who had demonstrated investment intent through verified on-chain behaviour.
• Retargeting capability: A dedicated retargeting campaign activated warm audiences separately from cold prospecting, allowing spend and CPA to be read independently across funnel stages.
• Crypto-native publisher inventory: Ads ran in environments where the audience was already consuming crypto content and actively evaluating trading platforms.
• Engagement quality signal: The platform provided time-on-site and bounce rate data at the campaign level, enabling creative and audience quality to be assessed beyond click volume alone.

Después de 30 días de optimización, la campaña logró resultados notables:

• Nuevos usuarios: Se adquirieron 4,600 nuevos traders en los primeros 30 días
• Volumen de transacciones: Se generaron más de $494,000
• Inversión publicitaria: $25,000
• Retorno sobre inversión publicitaria: 19.78x

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• Dirigirse a billeteras activas aseguró el compromiso con usuarios que ya participan en transacciones y actividades de trading de criptomonedas.
• Enfocarse en traders perpetuos atrajo usuarios experimentados familiarizados con características de trading avanzadas y transacciones de alto volumen.
• La segmentación geográfica en regiones APAC concentró esfuerzos donde las tasas de adopción de criptomonedas respaldan plataformas de exchange premium.

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La segmentación estratégica de Binance hacia billeteras activas y traders perpetuos generó resultados excepcionales de adquisición de usuarios. El enfoque de la campaña en usuarios cripto experimentados resultó en registros de alta calidad con volúmenes de transacciones sólidos. La concentración geográfica en mercados APAC maximizó el compromiso e impulsó efectivamente el crecimiento sostenible de la plataforma.

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The retargeting campaign scaled as the primary conversion driver in the final phase. It delivered 39 of 95 total verified conversions at a CPA of $41, less than half the prospecting CPA of $125. Retargeting users spent an average of 1 minute 57 seconds on site against 19 seconds for cold prospecting traffic. The campaign closed with 4,100 new traders acquired, $170,848 in attributed trading volume.