Binance Beats D7 ROAS Goals by 30% in Key Markets
Binance is a leading global blockchain ecosystem behind the largest cryptocurrency exchange by trading volume and registered users. Its product suite includes the world’s largest digital asset exchange. Binance is trusted by more than 230 million people in 100+ countries for its industry-leading security, transparency, trading engine speed, protections for investors, and unmatched portfolio of digital asset products and offerings from trading and finance to education, research, social good, payments, institutional services, and Web3 features. Binance is devoted to building an inclusive crypto ecosystem to increase the freedom of money and financial access for people around the world with crypto as the fundamental means.
The Challenge: Acquire new users in a competitive market
Since its founding, Binance has been committed to bringing new users to the crypto industry. Partnered with Liftoff since 2021, the crypto exchange has successfully scaled worldwide. However, as investing in crypto becomes more widespread, competition for new users has also intensified.
To continue to grow their daily trading volume, Binance tapped Liftoff to acquire new users in key emerging markets where crypto investments are rising in popularity. Binance has scaled in multiple countries, including Eastern Europe, Africa, and Southeast Asia.
Exploring new regions comes with many challenges. New campaigns need to drive ROI improvements from the start and continuously perform in an increasingly competitive environment. Armed with ambitious targets, Binance set strong D7 ROAS goals to keep pace with the market. They also prioritized keeping acquisition costs low.
The Solution: A creative strategy channeling the excitement of crypto-investing
To cut through the noise in a busy market, Binance worked with Liftoff’s Creative Studio to experiment with dynamic pricing ads that pulled cryptocurrency market pricing from a top exchange. The new designs showed up-to-date, top-traded assets from the Binance platform within the ad unit. By displaying eye-catching coins gaining value in real-time, users were drawn in by possible time-limited gains.
Buoyed by an impressive performance from dynamic pricing ads, the Creative Studio team built on the momentum by creating versatile banner ads featuring bar loaders and coin carousels. The new ads displayed well-known trending cryptocurrency coins such as Ethereum and Dogecoin. The new designs quickly increased new user installs.
Bar loaders are inviting because they give an impression of progress and activity. Combined with coin assets, they mimic the excitement and ease of trading.
The coin carousel showcases top-traded and trending assets to a targeted audience. The moving animated coins make the ad more inviting, motivating users to seize the opportunity.
Running on Cortex, Liftoff’s neural network-powered platform, Binance’s campaigns used first-party data to identify impressions more likely to convert and drive higher spend. Dynamic pricing ads and new evergreen creatives, combined with precision targeting using neural network models, quickly improved ROAS performance.
The Results: Strong ROI gains in important markets
With strong creative and accurate user targeting, Binance saw ROI rise in multiple regions.
Notably, Liftoff’s evergreen banner ads posted 40% higher impression-to-install (ITI) rates. As Binance scaled, the trading platform beat its original D7 ROAS targets by 30% in key strategic markets.
“We saw exceptional performance improvements working with Liftoff’s Creative Studio. Liftoff-designed banner ads helped us surpass our ROAS goals in important markets, enabling us to focus on growing our reach.”
Nathaniel Wei Jie Tan, Senior Performance Marketer, Binance
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