Having worked with exchanges, wallets, infrastructure providers, DeFi protocols, and Web3 startups on campaigns spanning display advertising, sponsored content, newsletters, and social distribution, I’ve noticed a clear pattern: the brands generating the strongest results today are not necessarily spending more—they’re advertising differently.

While every company has different goals and audiences, several approaches continue to emerge among larger and more established crypto advertisers. As competition increases and users become more selective, these differences are becoming increasingly important.

1. They invest in visibility beyond launch week

Many crypto projects still focus marketing spend around…