Audience Targeting Tactics for Better Crypto Advertising

The cryptocurrency market is evolving quickly, with predictions suggesting it will reach $343.5 million by 2024. To stay competitive among this rapid growth, crypto companies must differentiate within their niche — and that means leveraging strategic advertising.

However, crypto companies have a unique hurdle to overcome in advertising: targeting the right audience while adhering to regulatory requirements. For instance, Google has specific guidelines for crypto-related advertisements. Google “allows ads for hardware wallets used to store cryptocurrencies, NFTs, or other crypto assets but restricts ads promoting services for buying, selling, exchanging, or trading these assets.” 

Google isn’t the only platform imposing restrictions, however, and balancing crypto guidelines across your entire marketing mix is not easy. These regulations exemplify the tightrope advertisers walk to ensure compliance while reaching their target audience. Thankfully, an ad platform like AdRoll can alleviate much of the campaign stress.

Understanding the Diverse Landscape of Crypto Audiences

The crypto market attracts a spectrum of participants, each with unique goals. Anyone from individual retail investors to large institutional players can take part, and a recent study indicates that 40% of American adults now own some form of cryptocurrency, highlighting the widespread interest in crypto.

With each audience having different needs, how can you reach them all with ad campaigns? Retail investors often seek opportunities for personal wealth growth and may be drawn to high-risk, high-reward investments. On the other hand, institutional investors are typically more focused on long-term strategies and may prioritize stability and regulatory compliance. 

Understanding these segments' varying needs and behaviors is crucial for crafting effective advertising strategies. Modern advertising tools can help you segment audiences and use contextual advertising techniques to reach your market. In addition, lookalike targeting helps you find audiences similar to your customer base to engage with. These days, it can be easier than ever to reach the right audience with your ads.

Challenges in Targeting Crypto Audiences

With crypto audiences growing rapidly,  advertisers must compete with the scores of other promising companies while advertising platforms simultaneously develop regulations that impact strategy.

Every region has its own regulations regarding crypto ads, which makes global compliance and avoiding penalties that much more difficult. For example, the U.S. SEC has stringent rules, while some countries, like China, have imposed bans on cryptocurrency activities.

In addition, crypto volatility impacts advertising strategies. Prices can fluctuate, influencing investor sentiment and behavior. It can be difficult to give concrete numbers or incentives in advertising.

Transparency concerns also play a role in advertising strategies. Advertisers must navigate the nuances of transparent communication while ensuring compliance with regulations such as Know Your Customer (KYC) and Anti-Money Laundering (AML).

Using Digital Platforms for Targeted Advertising

Digital ad platforms have some of the best tools for targeting a crypto audience. Platforms like Google Ads, Facebook Ads, and even specialized crypto ad networks can intelligently segment and target specific audience groups. These technologies enable advertisers to tailor their campaigns based on user behavior, interests, and demographic data.

But how can you manage all these ad platforms efficiently? The best way to run digital campaigns on multiple platforms is through a tool like AdRoll. Programmatic ad platforms can help you track, manage, and personalize ads in one place.

If you’re curious how digital ad platforms can help crypto companies specifically, Xcoins is an example of success. Xcoins used CRM retargeting with AdRoll to see 6x growth in Bitcoin sales. You can read Xcoin’s case study here.

Tailoring Messages to Different Crypto Audience Segments

Segmenting and personalizing crypto audiences will increase your chances of campaign success. Retail investors might respond well to messages highlighting potential returns and investment opportunities, and institutional investors may be more interested in regulatory compliance and long-term stability.

A/B testing proves the effectiveness of personalization. By testing different messages and analyzing the results, you can fine-tune campaigns with data-backed evidence for success. 

Innovative targeting strategies such as contextual ads or dynamic content based on real-time market data can also enhance effectiveness. Using these tools, you can better engage a segmented audience based on their preferences.

Timing and context are crucial for crypto advertising as well. Be sure to use a tool with real-time bidding that allows you to target the right channels quickly. AdRoll’s BidIQ processes over 3 million bid requests per second and ingests data in real time to ensure the best ad placements.

Conclusion

By using the right tools and strategies, you can reach the right segments of your crypto audience at the right time. Staying on top of changing crypto markets and customers can be difficult, which is why you’ll have to be proactive.

Exploring ad platform options can help you find companies experienced with the crypto industry. AdRoll has managed services that supervise your campaigns and help you succeed with segmentation and personalization. Learn more today.

Last updated on August 13th, 2024.