3. User Acquisition
Paid Media & Ads
Building brand salience with paid media.
Table Of Content
Strategic Context Core Principles Actionable Framework: Paid Media Strategy Builder Real-World Examples Action Steps & Worksheets Final Checklist: Are You Ready for ATL?
Strategic Context
Paid media is one of the most misunderstood—and underused—levers in crypto marketing.
Most projects focus on short-term engagement: Discord quests, X threads, and influencer drops. These may drive clicks, but they rarely build long-term memory, mainstream legitimacy, or category dominance. That's where above-the-line (ATL) advertising comes in.
This module is about more than ads. It’s about using paid media to establish trust, scale awareness, and position your project as the default in its category.
Why this matters for crypto:
Crypto is noisy. You don’t stand out by shouting louder, you stand out by showing up differently.
ATL is a blue ocean in crypto. Most projects aren’t even trying.
Brand salience wins in the long run. Think: Uniswap, MetaMask, Coinbase.
What you’ll gain:
A clear framework for understanding ATL vs BTL vs TTL.
Channel-by-channel best practices with crypto-native use cases.
A step-by-step guide to planning, briefing, and measuring paid media campaigns.
Templates to align messaging and execution.
Core Principles
1. Media ≠ Strategy
Media is a tool. Without a clear strategy and insight, it’s just expensive noise.
2. The Crypto-Native Media Mix
Crypto doesn’t run on Mad Men-era media. It runs on memes, tokens, and Twitter threads. But the principles of above, below, and through the line still apply, they just need to be reframed in a crypto-native context.
Above the Line (ATL) → Build trust, reach new audiences, and shape the narrative.
These channels reach the broader market, establish legitimacy, and make your brand memorable—even if they don’t drive direct clicks.
Crypto-Native ATL Tactics | Examples |
|---|---|
Crypto newsletters | Bankless, Milk Road, The Defiant, Pointer.io |
Sponsored podcasts | Defiant, Blockworks, Unchained (native readouts work best) |
Event takeovers | ETHDenver airport banners, Devconnect subway ads |
CTV & video ads | Hulu, YouTube, or streamed on in-event livestreams |
Paid media articles / advertorials | CoinDesk, Decrypt, Blockworks Research packages |
Below the Line (BTL) → Drive conversion, acquisition, and performance.
These are your direct-response workhorses—tracked, measured, optimized. They get users to do something: mint, stake, migrate, claim. Great for launch phases and funnel optimization.
Crypto-Native BTL Tactics | Examples |
|---|---|
Web3-native referrals & quests | Galxe, Layer3, Zealy, RabbitHole |
Performance ads | Twitter/X Ads, Reddit Ads, Google SEM |
Email flows | Drip campaigns to waitlists, mints, staking portals |
Paid search | Targeting “best crypto wallet”, “how to stake ETH”, etc. |
Onchain retargeting | Via wallet-based ad platforms (e.g., Addressable, Spindl) |
Through the Line (TTL) → Blend awareness and action. Build the bridge between story and behavior.
TTL sits at the intersection of community, storytelling, and engagement. It’s sticky, sharable, and shows up where your community already lives.
Crypto-Native TTL Tactics | Examples |
|---|---|
X, Farcaster, Lens | Threads, memes, quote-tweets, CTAs |
Discord & Telegram activations | Airdrops, AMAs, meme contests, token-gated events |
Livestreams, Spaces, YouTube | Community calls, founder AMAs, campaign walkthroughs |
Event booths & branded merch | ETHGlobal booths, onchain scavenger hunts, POAPs |
Community-led content loops | UGC campaigns, meme packs, contests |
TL;DR: Align Your Channels to Your Goal
Goal | Use These Tactics |
|---|---|
Build trust + mindshare | Crypto-native ATL (podcasts, newsletters) |
Drive usage | BTL (referrals, performance ads, SEM) |
Bridge both | TTL (community-led campaigns, livestreams) |
Crypto mostly plays TTL and BTL. That’s the opportunity: own ATL while others ignore it.
3. Brand Awareness is a Journey
Use messaging that matches the user's stage:
Unaware → Problem Aware (ATL’s sweet spot)
Problem Aware → Solution Aware
Solution Aware → Product Aware
Product Aware → Loyal & Evangelizing
4. Insights Drive Creative
Great creative starts with a human truth. Not just features. Not just promos. But something the user feels and recognizes.
Actionable Framework: Paid Media Strategy Builder
Step 1: Define Your Objective
Are you trying to create trust, establish leadership, or drive direct action?
Use this guide:
Objective | Best Channel Type | Example |
|---|---|---|
Build awareness | ATL | Podcasts, Event ads |
Drive sign-ups | BTL | Newsletters, SEM |
Build recall | ATL + TTL | CTV, events, socials |
Step 2: Pick the Right Channels
Channel/Tactic | Best For | Watchouts |
|---|---|---|
Newsletter Sponsorships | Targeted awareness | Choose dedicated sends or high-signal lists |
Sponsored Podcast Interviews | Trust + narrative control | Must feel organic to avoid listener drop-off |
Crypto Media Articles (Sponsored) | Authority + brand salience | Must be well-written and non-shill-like |
PR Distribution Services | Broad reach or fundraising | Low engagement if poorly timed or generic |
Step 3: Write a Strong Creative Brief
Use the Creative Brief Template to define:
Business context
Target audience
Key insight
What we want them to think/feel/do
Deliverables
Success metrics
Step 4: Align Messaging with Awareness Stage
Stage | Message Type | Content Example |
|---|---|---|
Problem Aware | Pain points, user tension | “Most wallets fail when you need them most.” |
Solution Aware | Proof, case studies | “Why our MPC architecture just works.” |
Product Aware | Features, urgency | “Get 20% more with our native swap.” |
Salience | Emotional story, identity | “Wallets for the next billion.” |
Real-World Examples
Coinbase
Times Square, tour buses, Capitol Hill: ATL to push crypto regulation narrative.
Messaging = emotional resonance + clear action (QR codes, calls to Congress)
ETHDenver Billboard Campaign
Geofenced saturation around key landmarks and venues.
Use case = event-targeted brand awareness and recall
Action Steps & Worksheets
✓ Audit your current media mix
✓ Define your campaign’s objective and awareness stage
✓ Select your ATL/TTL/BTL mix
✓ Draft your creative brief
✓ Set up your measurement stack
✓ Launch, measure, iterate
↗ Plan your touchpoint map (use 7-11-4 framework)
↗ Paid Media Planning Checklist
↗ Tool: ROI Signals Tracker
Final Checklist: Are You Ready for ATL?
✓ Have you hit product-market fit or $100M+ TVL?
✓ Do you have a 90-day marketing roadmap?
✓ Is your core messaging aligned with a real insight?
✓ Can you afford a $25K+ minimum buy?
✓ Are you tracking branded search, organic, direct lift?
✓ Do you have a clear brand narrative?
