Ranking among the top 10 cryptocurrency exchanges globally is not enough when competitors like OKX and Bybit convert a higher share of traffic into active trading. The challenge is not volume -- it is traffic quality and intent.
When this exchange expanded its offering into TradFi (stocks, commodities, and gold), it faced a specific problem: how do you ensure a major product launch does not get "noticed once" while competitors dominate repeat attention? A single impression changes nothing. The research is clear, behavior shifts only after multiple exposures to the right audience.
The answer was not about driving clicks. It was about shaping behavior at scale, reaching the right audience enough times to shift perception and build lasting recall. That required a fundamentally different approach to advertising.
We needed our product launch to stick. One impression means nothing in a market this competitive. Addressable gave us the reach and frequency to actually shift behavior at scale. Head of Growth, Top 5 Global Derivatives Exchange
The exchange used the Addressable platform to deploy a strategy built around a single insight: impressions to the right audience beat clicks to the wrong one. Rather than optimizing for clicks or conversions, the team optimized for impressions at scale with multi-touch frequency across the highest-quality audience in crypto.
The strategic targets:
Research shows that reaching 50% of a target audience with multiple exposures creates an inflection point where impression cost and traffic output become predictable. Below this threshold, campaigns remain in testing mode. Above it, behavior starts to shift.
The strategy was built on three pillars:
01. Maximum Reach to the Highest-Quality Audience
Rather than narrow targeting, the team went broad -- but broad across Addressable's verified wallet holder database of 23M+ users. Every impression reached a real crypto trader with on-chain activity, not bots, casual browsers, or interest-based demographic proxies. The quality of the audience made scale meaningful, not just large.
02. Multi-Touch Frequency for Behavior Shaping
A single impression is awareness. Six to nine impressions is conditioning. The campaign was engineered to reach target wallet holders multiple times across the campaign duration -- enough to build genuine brand recall and influence trading platform decisions. This required approximately 60-80M impressions across the audience to hit the frequency target.
03. Industry-Leading CPM Efficiency
Running an awareness campaign at this scale is only viable with the right economics. By leveraging Addressable's programmatic infrastructure, the exchange achieved CPM rates that made this scale economically competitive, and made cost-per-impression against a fully verified audience significantly lower than what traditional display networks deliver against unverified ones.
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This campaign represents a paradigm shift in how crypto exchanges approach marketing. Instead of chasing clicks and conversions, the team invested in sustained visibility across the highest-quality audience in the market, and built a compounding asset in the process.
By the end of Q1, the exchange will have built a dense, high-intent wallet pool for retargeting, first-party data that compounds performance, and high-frequency exposure across a critical mass of users. That is not a campaign. That is a market position.
When you can reach 23M verified wallet owners at $5.52 CPM with multi-touch frequency, you are shaping behavior and building the foundation for long-term market leadership beside “just” running ads. The difference is not traffic volume. The difference is traffic quality and intent.
