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  • Success Case Study
    • KuCoin gained 55K+ users at
    lower CAC with Starti
    Published 15.05.2025
    Our New
Success
    Case Studies
    16M+
    free brand exposure.
    (app installs + first deposits).
    Partner Overview:
    KuCoin, one of the world’s leading cryptocurrency exchanges, aimed to scale new user acquisitions in emerging markets (SEA, LATAM, MENA) and reactivate dormant traders in competitive markets like the US, EU. KuCoin partnered with Starti to leverage CTV’s precision and premium reach to drive performance high-intent conversions.
    KuCoin’s Challenges
    Audience Fragmentation:
    Crypto-curious audiences in emerging markets were scattered across platforms, with limited cross-device attribution.
    Conversion:
    Reaching users likely to trade, not just browse.
    Ad Fatigue:
    Generic mobile ads struggled to break through saturated digital channels.
    Trust Barriers:
    Regulatory scrutiny in regions like Nigeria and Vietnam required brand-safe, contextually aligned CTV placements
    Objectives
    1. New User Acquisition:
    Target crypto-curious audiences in emerging markets (SEA, LATAM, MENA) to drive app installs and first-time deposits. KPI: >20K monthly app installs
    2. Re-Engage Inactive Users in (US, EU) KPI: >20K
    Generic mobile ads struggled to break through saturated digital channels.
    3. Maximize ROAS:
    Lower CAC, and >20% conversion from app install to FTD.
    Starti Strategy
    01//
    Hyper-Targeted Audience Segmentation

    AI-Powered Cohorts:

    Built "Crypto-Curious" segments using CTV Signals - Viewership of fintech documentaries, crypto YouTube channels, and investment-focused FAST content .

    -Mobile Intent:

    Searches for "Bitcoin", "NFTs", etc. and app downloads of competitor platforms like Coinbase, Kraken.

    Geo-Localization:

    Focused on high-growth regions.

    SEA

    Indonesia, Philippines (20M+ unbanked adults).

    LATAM:

    Argentina, Colombia (35% YoY crypto adoption growth).

    MENA:

    Nigeria, UAE (rising stablecoin usage).

    02//
    Hyper-Localized Audience Targeting

    Used first-party intent data to target viewers of finance news, tech reviews, and live sports on FAST platforms like Pluto TV and Samsung TV+.

    Excluded under-18 audiences and regions with crypto ad restrictions.

    Ads aired during trending finance news & documentaries, capturing audiences in “lean-in” moments.

    03//
    Dynamic Creative Optimization (DCO)

    Household-Level Personalization:

    Served CTV ads with localized messaging:

    Argentina:

    “Protegé tus ahorros del peso argentino con KuCoin” (Protect savings from inflation).

    Nigeria:

    “Trade USDT without bank limits.”

    Interactive CTV Ads:

    IndoQR codes & voice CTAs (“Say ‘Trade Now’ to unlock a bonus”) drove app installs, syncing with mobile retargeting campaigns.nesia, Philippines (20M+ unbanked adults).

    Served personalized ads based on regional trends:

    US:

    “Trade Bitcoin ETFs Now – Zero Commission for 30 Days.”

    EU:

    “Euro-to-Crypto Swaps in 1 Click – Start with €10.”

    Rotated creatives during market volatility to capitalize on urgency.

    04//
    SmartReach™ AI Optimization

    Allocated 85% of budget to top-performing CTV channels (crypto related news) and paused underperforming placements in real time.

    Sequential Retargeting:

    Users who watched a 30-second CTV ad on Tubi received follow-up mobile banners with limited-time deposit bonuses.

    05//
    OmniTrack Attribution

    Linked CTV impressions to mobile/web conversions via device graphs, confirming 88% of new users signed up on mobile within 24 hours of ad exposure.

    06//
    Fraud-Free, Brand-Safe Scaling

    Pre-Bid Fraud Blocking:

    Partnered with IAS to eliminate 99.9% of invalid traffic, focusing spend on premium CTV inventory (e.g., Bloomberg Crypto on Samsung TV+) .

    Contextual AI:

    Avoided risky content (e.g., volatile meme coin discussions), aligning ads with trusted financial news streams.

    90 days Results
    ↑28.4K+
    Increase in new Users globally
    exceeding goal by 42%.
    26.3K+
    Reactivated dormant Users
    exceeding goal by32%.
    ↓21%
    CAC lowered by
    exceeding the goal
    31%
    Install to FTD
    exceeding goal by 55%.
    <0.4%
    Fraud Rate
    (IAS-certified).
    Highlights:
    KUCOIN
    Paid only for conversions
    16M+
    free brand exposure.
    (app installs + first deposits).
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