FTX, a cryptocurrency exchange platform, makes crypto investing simple. The brand partnered with Roku to reach crypto investors and drive incremental trading on their platform.
The Challenge
In their high growth phase, FTX faces growing competition from other online crypto platforms. In an effort to get ahead of their competitors, FTX teamed up with Roku for customized advertising solutions that exceeded their TV streaming ad goals.
The Strategy
FTX looked to drive top-line awareness and lower-funnel activity. That’s why they turned to Roku’s Core 6 framework and OneView, the ad-buying platform built for TV streaming. With OneView, FTX utilized machine learning to optimize their campaign outcomes and increase conversions without increasing the cost of their campaign.
FTX took their campaign one step further with OneView’s cross device re-targeting. After building awareness on the TV screen, the brand retargeted audiences to meet their consumers at every stage of the consumer journey, including on their TVs, phones, and PCs. Then, FTX measured the incremental impact of their campaign to learn which customers they acquired from running their OneView campaign.
The Results
TV streaming advertising allowed FTX to increase reach and acquire new crypto investors.
Streamers exposed to TV streaming and retargeting saw a 235% lift in conversion rate over the holdout group. Executing an omni-channel strategy with OneView enabled the campaign to achieve a CPA 87% lower than the original target. The campaign also delivered a 45% conversion lift in user trading within the TV streaming ecosystem.
“I’m so excited about the results we’ve driven with Roku and OneView. When we evaluated other approaches to entering the streaming space, many players lacked both the first-party data Roku has and the holistic view of households across devices. The Roku support team and Core 6 framework helped make onboarding easy and the tools are great to execute, optimize, and measure performance. I look forward to a long partnership with Roku and OneView.”- Tristan Yver, Head of Strategy, FTX
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