Objectives & Goals

• Increase adoption among first-time crypto traders in emerging markets with high growth potential.

• Promote Kraken’s beginner-friendly trading features to convert awareness into app installs.

• Leverage esports and fintech content to drive engagement with crypto-curious audiences.

• Maintain high-quality, verified traffic to optimize CAC and minimize fraud.

Challenges

• User Education: Many first-time traders were hesitant to start without simplified onboarding.

• Awareness-to-Adoption Gap: Global sponsorship awareness was not converting into active users.

• Traffic Quality Risks: Needed to ensure scaling did not introduce fraudulent or low-quality traffic.

The Solution

Starti crafted a precision-targeted CTV strategy to engage crypto-curious audiences across esports streams, fintech content, and FAST channels.

• Localized Messaging highlighted incentives and simplified onboarding in key markets.

• Audience Segmentation targeted new traders and viewers of financial/tech content.

• AI Optimization dynamically shifted budgets toward channels driving higher first-trade conversions.

• Brand Safety & Fraud Protection maintained invalid traffic rates below 1%.

FAQs

What was Kraken’s main goal in partnering with Starti?

Kraken aimed to expand crypto adoption in emerging markets by converting awareness into active users. The partnership with Starti focused on educating first-time traders, simplifying onboarding, and driving verified app installs through precision CTV campaigns.

What challenges did Kraken face before the campaign?

Kraken needed to engage hesitant new traders, close the gap between global sponsorship visibility and active adoption, and ensure growth without introducing fraudulent or low-quality traffic across new markets.

How did Starti’s CTV strategy drive Kraken’s growth?

Starti implemented a targeted CTV campaign across esports, fintech, and FAST content with localized messaging and audience segmentation. AI optimization redirected budgets to high-performing channels while fraud detection kept invalid traffic below 1%.

What measurable results came from the campaign?

Kraken achieved 38% growth above target, a 1.15% conversion rate from app usage to first trades, and over 39 million free brand impressions, boosting both market presence and verified user engagement.

What technologies powered Kraken’s campaign success?

Tools like SmartReach™ AI, Dynamic Creative Optimization (DCO), and OmniTrack Attribution enabled audience-level precision, adaptive budgeting, and transparent performance measurement—turning awareness into measurable crypto adoption.