How Kraken Digital Asset Exchange Advertises on Meta

# Ad summary This ad explains tokenized equities, also known as xStocks, and how they are digital tokens backed 1:1 by real shares of traditional assets. It explains that tokenized equities can be integrated directly with transparent, secure, and decentralized blockchain networks, replacing traditional brokerages run by middlemen with blockchain networks run by code. This makes tokenized equities more accessible, flexible, and efficient than investing directly in the underlying stocks and ETFs themselves. The ad then defines tokenization as the process of converting real-world assets like stocks or ETFs into digital tokens that are tracked on a blockchain. This process provides a transparent, secure, and globally accessible way to trade, track, or own all of the assets that make up the modern economy. # Brand positioning Kraken is presented as a modern, accessible platform for investing in tokenized equities, also known as xStocks. The brand aims to occupy a space in the consumer's mind as a provider of transparent, secure, and decentralized blockchain networks that replace traditional brokerages. Kraken promotes values of accessibility, flexibility, and efficiency in investing, pushing against the norms of inefficient, costly, and restrictive traditional platforms. The brand positioning is functional, emphasizing performance and simplicity in accessing and trading real-world assets. # Product The product being advertised is tokenized equities, also known as xStocks, which are digital tokens backed 1:1 by real shares of traditional assets like stocks and ETFs. These tokenized equities can be integrated directly with transparent, secure, and decentralized blockchain networks, offering a more accessible, flexible, and efficient way to invest compared to traditional brokerages. The product addresses the purchase barriers of inefficient, costly, and restrictive platforms by providing a transparent, secure, and globally accessible way to trade, track, or own assets. The ad emphasizes that tokenization is the process of converting real-world assets into digital tokens tracked on a blockchain, making it easier to trade, track, or own assets in the modern economy. # Visual style The ad has a hybrid aesthetic, combining a polished commercial feel with a UGC-style presentation. The editing style includes quick cuts and static shots, with smooth transitions between scenes. The production quality is high, with even lighting and clear visuals. The pacing is consistent, with a moderate number of cuts per minute. The audio-visual sync is well-coordinated, with text and product actions timed to the voiceover lines. # Hooks Spoken: 00:00–00:07 Tokenized equities, also known as xStocks, are digital tokens backed 1:1 by real shares of traditional assets. Text overlay: 00:00–00:07 Tokenized equities Visual: 00:00–00:07 A medium close-up shot of a bald man with a beard and glasses, wearing a blue tie-dye shirt, speaking into a microphone. The background is blurred, showing green plants and a purple wall. The camera is stationary, and the lighting is soft and even. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of inefficient, costly, and restrictive traditional platforms for investing in stocks and ETFs. "But instead of relying on inefficient, costly, and restrictive platforms..." # Value propositions - Tokenized equities offer a transparent, secure, and globally accessible way to trade, track, or own all of the assets that make up the modern economy. # Benefits - More accessible - More flexible - More efficient than investing directly in the underlying stocks and ETFs themselves # Features - Digital tokens backed 1:1 by real shares of traditional assets - Integration with transparent, secure, and decentralized blockchain networks # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is delivered by a speaker representing the brand, explaining the concept of tokenized equities and their benefits. # Storyline - 00:00–00:07 00:00–00:07 Tokenized equities, also known as xStocks, are digital tokens backed 1:1 by real shares of traditional assets. The speaker introduces the concept of tokenized equities and their backing by real-world assets, setting the stage for the ad's focus. The perspective is from the brand, aiming to educate the audience about the product. - 00:07–00:20 00:07–00:20 But instead of relying on inefficient, costly, and restrictive platforms, tokenized equities can be integrated directly with transparent, secure, and decentralized blockchain networks. The speaker contrasts tokenized equities with traditional platforms, highlighting the benefits of integration with blockchain networks. The perspective is from the brand, emphasizing the advantages of their approach. - 00:20–00:31 00:20–00:31 Replacing traditional brokerages run by middlemen with blockchain networks run by code is what makes tokenized equities more accessible, flexible, and efficient. The speaker explains how tokenized equities replace traditional brokerages, emphasizing the benefits of accessibility, flexibility, and efficiency. The perspective is from the brand, promoting the value proposition of their product. - 00:31–00:35 00:31–00:35 than investing directly in the underlying stocks and ETFs themselves. The speaker compares tokenized equities to direct investment in stocks and ETFs, reinforcing the advantages of the former. The perspective is from the brand, highlighting the benefits of their product over traditional investment methods. - 00:35–00:42 00:35–00:42 But before we get ahead of ourselves, you might still be wondering what exactly is tokenization to begin with? The speaker anticipates the audience's potential question about tokenization, setting up the next segment of the ad. The perspective is from the brand, addressing a potential knowledge gap in the audience. - 00:43–00:52 00:43–00:52 Tokenization is the process of converting real-world assets like stocks or ETFs into digital tokens that are tracked on a blockchain. The speaker defines tokenization, explaining the process of converting real-world assets into digital tokens. The perspective is from the brand, providing a clear definition of a key concept. - 00:52–01:01 00:52–01:01 This process provides a transparent, secure, and globally accessible way to trade, track, or own all of the assets that make up the modern economy. The speaker highlights the benefits of tokenization, emphasizing transparency, security, and global accessibility. The perspective is from the brand, reinforcing the value proposition of their product.

# Ad summary This ad promotes Kraken Pro as a platform for crypto trading, highlighting features such as tighter spreads and faster fills, emphasizing its ability to execute trades at scale even in volatile markets. The ad uses a clean, modern visual style with a focus on the trading interface and the Kraken Pro logo. # Brand positioning Kraken Pro is presented as a reliable and efficient platform for cryptocurrency trading, emphasizing performance and scalability. The brand positions itself as a tool for serious traders who require fast execution and tight spreads, even in unpredictable market conditions. This suggests a functional brand positioning focused on performance and reliability, distinguishing itself from more casual or beginner-focused platforms. # Product Kraken Pro is advertised as a cryptocurrency trading platform. It features tighter spreads and faster fills, designed for efficient trade execution. The platform is built to handle trades at scale, making it suitable for volatile markets. The ad showcases the trading interface on a laptop screen, displaying charts and data indicative of real-time market analysis. The platform is aimed at experienced traders who need robust tools for managing their investments. Key features include the ability to execute trades quickly and efficiently, which addresses the pain point of slow or unreliable trading platforms. # Visual style The ad has a clean, modern aesthetic with a focus on showcasing the product interface and branding. It uses a dark color palette with purple accents to create a sophisticated and professional feel. Editing is minimal with static shots and smooth transitions, keeping the focus on the text and visual elements. The production quality is polished, indicating a professional commercial. # Hooks Text overlay: 00:00–00:04: Tighter spreads. / 00:00–00:04: Faster fills. Visual: 00:00–00:04: A laptop is centered on a wooden desk. The screen displays a trading interface with green and red bar graphs. Behind the laptop is a curved black panel with purple neon lighting at the top edge. Text overlay: "Tighter spreads. Faster fills. Built to execute at scale, even in volatile markets." # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of slow trade execution and wide spreads, which can negatively impact traders' profitability and efficiency. # Value propositions - Tighter spreads and faster fills offer traders the opportunity to maximize profits by reducing transaction costs and quickly executing trades. - Built to execute at scale: Ensures the platform can handle high volumes of trades, providing a reliable trading experience, especially during periods of high market activity. # Benefits - Efficient trade execution - Reliable performance even in volatile conditions - Ability to handle large-scale trading # Features - Tighter spreads - Faster fills - Built to execute at scale - Works in volatile markets # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told from the perspective of the brand, showcasing its features and benefits. # Storyline - 00:00–00:02 The ad begins with a shot of a laptop displaying a trading interface. - 00:00–00:02 The text overlays highlight the benefits of using Kraken Pro, specifically mentioning tighter spreads and faster fills. - 00:00–00:04 The ad reinforces its key value proposition by adding the copy 'Built to execute at scale, even in volatile markets'. - 00:04–00:09 The ad ends with the Kraken Pro logo appearing on screen.

# Ad summary This ad promotes Kraken as a solution for crypto traders who are paying high fees and missing trades. It highlights the benefits of Kraken, such as recurring orders and Kraken Plus for free trading up to $10K a month. # Brand positioning Kraken is presented as a user-friendly and cost-effective platform for cryptocurrency trading. The brand aims to occupy a space in the consumer's mind as a solution to high fees and missed trading opportunities, offering features like recurring orders and Kraken Plus to simplify the trading process. The brand aligns with values of simplicity and accessibility, pushing against the norm of complex and expensive trading platforms. The brand positioning is functional, focusing on performance and simplicity. # Product Kraken is a cryptocurrency trading platform that offers solutions for users who are paying high fees and missing trades. It allows users to set recurring orders to build their portfolio automatically. Kraken Plus offers free trading up to $10K a month. The platform addresses the pain point of timing the market by offering recurring orders, making it easier for users to invest without constant monitoring. The ad highlights the benefits of Kraken Plus, such as zero fee trading and earning 4.1% APR on USDG. # Visual style The ad has a UGC feel with a polished commercial look. The editing style includes quick cuts and static shots. The production quality is a hybrid of UGC and polished commercial, supporting the intended tone of authenticity and accessibility. The pacing is consistent, maintaining a moderate rhythm throughout the ad. # Hooks Spoken: Male 1: Listen, I tell all my friends to switch to Kraken. If you're still paying high fees and missing trades, that's a you problem. Text overlay: History Visual: The shot shows a screen recording of a phone displaying a history of trades in a crypto app. In the foreground, a young Black man with glasses is speaking directly to the camera. He is wearing a gray hoodie and a silver chain. The background is a plain white wall. The camera is stationary and the framing is medium shot. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is paying high fees and missing trades in cryptocurrency trading. "If you're still paying high fees and missing trades, that's a you problem." # Value propositions - Kraken offers recurring orders, allowing users to build their portfolio automatically, saving time and effort. - Kraken Plus offers free trading up to $10K a month, providing a cost-effective solution for frequent traders. # Benefits - Recurring orders to build your portfolio automatically - Free trading up to 10K a month with Kraken Plus # Features - Recurring orders - Kraken Plus - Zero fee trading - Earn 4.1% APR on USDG # Call to action None used. # Social proof - "Listen, I tell all my friends to switch to Kraken" – Male 1 (Creator) # Point of view - Customer 100% – The entire video is told from the perspective of a customer who is sharing his experience with the product. # Storyline - 00:00–00:05 The creator is speaking directly to the camera, sharing that he tells all his friends to switch to Kraken if they are paying high fees and missing trades. This is conveyed with an enthusiastic tone and a friendly demeanor. The perspective is from the creator, sharing his personal recommendation. - 00:05–00:07 The creator states that timing the market is too much work. This is conveyed with a casual tone, suggesting that Kraken offers a simpler solution. The perspective is from the creator, sharing his opinion on the difficulty of timing the market. - 00:07–00:10 The ad shows a screen recording of the Kraken app, highlighting the option to set recurring orders. This is conveyed with a functional tone, demonstrating the ease of use of the platform. The perspective is from the brand, showcasing the features of the app. - 00:10–00:13 The ad shows a screen recording of the Kraken Plus subscription, highlighting the benefits of free trading up to $10K a month. This is conveyed with an informative tone, showcasing the value proposition of the subscription. The perspective is from the brand, promoting the features of Kraken Plus. - 00:13–00:16 The ad displays the Kraken logo and tagline, "Trade without trade-offs." This is conveyed with a confident tone, reinforcing the brand's message. The perspective is from the brand, solidifying its identity and value proposition.

# Ad summary This image ad promotes Kraken, encouraging users to transfer their stocks to the platform to receive rewards. # Brand positioning Kraken is presented as a modern and rewarding platform for managing and growing investments. The brand aligns with a technologically advanced and financially savvy lifestyle, aiming to occupy the space of a user-friendly yet sophisticated investment solution. It emphasizes the ease of transferring assets and the tangible benefits of using the platform, suggesting it might push against the traditional complexities and perceived inaccessibility of older brokerage firms by offering a more streamlined and rewarding experience. # Product The ad promotes Kraken as a platform where users can transfer their stocks and receive rewards. It highlights the ease of moving existing investments to Kraken. The core function is to provide a space for managing stocks with an added incentive of rewards for transferring assets to the platform. This is designed for individuals already engaged in stock investments, offering a straightforward value proposition: 'Bring your stocks. Get rewarded.' The ad aims to lower the barrier to switching platforms by emphasizing the benefits of the transfer. # Visual style The ad has a modern and clean visual aesthetic with a dark background that makes the text and product visuals stand out. The production quality is highly polished with 3D rendered graphics. The ad uses a simple gradient and flat design, platform-native in style. The large, bold typography and straightforward message enhance scannability in the feed. # Hooks Headline: Bring your stocks. Get rewarded. # Funnel stage Awareness # Pain points None used. # Value propositions - Bring your stocks. Get rewarded. # Benefits - Get rewarded # Features - Stocks - Rewards # Call to action None used. # Social proof - None used. # Point of view - Brand: The logo positions the ad as a communication from the brand, Kraken. - Customer: The text “Bring your stocks. Get rewarded.” is oriented towards the customer and their potential action. - External source: The top legal disclaimers are presented from a regulatory perspective. # Storyline - The ad starts with legal disclaimers, setting a tone of regulatory compliance and transparency by the brand. - The brand logo is displayed, to reinforce brand recognition and build trust with the viewer. - The ad introduces its core value proposition: users can transfer their stocks to Kraken and be rewarded, enticing users to switch to the platform. - The ad uses a visual representation of different stock types, reinforcing that Kraken can be used to manage stocks.

# Ad summary Kraken ad announcing a 3% deposit match. # Brand positioning Kraken is presented as a platform for digital assets, such as cryptocurrencies. By offering a 3% deposit match, the brand aims to attract new users and incentivize existing ones to increase their holdings on the platform. This promotion suggests that Kraken is focused on user growth and asset accumulation, implying a secure and rewarding environment for managing digital wealth. The tone is straightforward and functional, focusing on the tangible benefit of increased investment returns. # Product The ad promotes a 3% deposit match on Kraken. When a user deposits funds into their Kraken account, Kraken will match 3% of the deposit amount. The ad illustrates the deposit amounts and their respective matches, such as depositing $1,000 and getting an additional $30, or depositing $1,000,000 and getting an additional $30,000. The ad is designed to encourage users to deposit larger sums of money into their Kraken accounts, increasing the amount of digital assets that they hold on the platform. # Visual style The ad features a clean, minimalist design with a focus on clarity and ease of understanding. The color scheme is predominantly purple, providing a modern and tech-oriented feel. The use of a gradient background adds depth to the image, while the frosted glass effect on the text blocks creates a sense of sophistication. The coin is prominently featured to emphasize the financial incentive, and the typography is clear and legible. Overall, the visual style is polished and professional, designed to inspire trust and confidence in the Kraken brand. # Hooks Headline: Get a 3% Deposit Match # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of potentially missing out on additional earnings from deposited funds by offering a deposit match. # Value propositions - Deposit $1,000, get +$30 - Deposit $10,000, get +$300 - Deposit $100,000, get +$3,000 - Deposit $1,000,000, get +$30,000 # Benefits - Get +$30 - Get +$300 - Get +$3,000 - Get +$30,000 # Features - 3% Deposit Match # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is from the brand's point of view, offering an incentive to attract new users and encourage deposits. # Storyline - The ad begins by displaying the Kraken logo, immediately establishing the brand that is providing this offering. The brand's perspective is being offered here as the one presenting the offer to users. - The focus shifts to the offer itself: a 3% deposit match. The user can easily understand what the offer is and how they can take advantage of it. It is implied that Kraken, the brand, is communicating what the user will gain by investing with their company. - The ad provides clear examples of deposit amounts and the corresponding match amounts. This is presented to clearly illustrate the benefit and increase the perceived value. Here, the brand is helping the user understand the potential gains available to them depending on their level of investment.

# Ad summary This ad for Kraken promotes its automated crypto buying plan. The ad opens with a news report about the volatility of the crypto market. A man then appears on screen and says that up and down markets are stressful and waiting for the right moment is even harder. He then suggests trying a plan you control, dollar cost averaging, which means investing a fixed amount regularly, every week, month, or day, no matter what the market does. The ad then shows the Kraken app and how it automates that plan, recurring buys on hundreds of assets, no manual trades, no timing required. The man then says to set it once and buy over time, smoothing out your average costs along the way. The ad ends with the Kraken logo and the tagline "Automate your crypto buys with Kraken." # Brand positioning Kraken is presented as a user-friendly platform that simplifies crypto investing. The brand aims to occupy a space in the consumer's mind as a reliable and automated solution for navigating the volatile crypto market. The brand aligns with values of control, simplicity, and long-term financial planning. Kraken pushes against the norm of constant monitoring and timing of the market, offering a hands-off approach. The brand positioning is functional, focusing on the performance and simplicity of its automated investment plan. # Product Kraken is a platform that automates crypto investing through dollar cost averaging. The product is for individuals who want to invest in crypto but are intimidated by the volatility of the market and the need for constant monitoring. The platform allows users to invest a fixed amount regularly, every week, month, or day, no matter what the market does. Kraken automates this plan, offering recurring buys on hundreds of assets, no manual trades, no timing required. The platform allows users to set it once and buy over time, smoothing out their average costs along the way. The ad addresses the purchase barriers of market volatility and the need for constant monitoring, offering a simple and automated solution. # Visual style The ad has a polished, commercial aesthetic with a hybrid of studio-lit shots and screen recordings. The editing style is quick cuts, with text overlays timed to the voiceover lines. The pacing is consistent throughout the ad. # Hooks Spoken: 00:01–00:04 Up and down markets are stressful. Waiting for the right moment? Even harder. Text overlay: 00:01–00:02 STRESSFUL. / 00:02–00:03 WAITING FOR / 00:03–00:04 HARDER. Visual: 00:00–00:01 A television screen showing a news report about the volatility of the crypto market. The headline reads "CRYPTO MARKETS SEEING INCREASED VOLATILITY." A graph shows Bitcoin's price fluctuating between $125,000 and $86,000 over the past 5 days. The text "UP AND DOWN" is overlaid on the screen in purple. / 00:01–00:04 A man with short blond hair and a beard is speaking directly to the camera. He is wearing a black hoodie. Behind him is a wall with several computer monitors displaying stock charts. The text "STRESSFUL," "WAITING FOR," and "HARDER" is overlaid on the screen in purple. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the stress and uncertainty associated with investing in the volatile crypto market. "Up and down markets are stressful. Waiting for the right moment? Even harder." # Value propositions - Automate your crypto buys with Kraken - Dollar cost averaging means investing a fixed amount regularly, every week, month, or day, no matter what the market does. - Set it once and buy over time, smoothing out your average costs along the way. # Benefits - Control over your investment plan - Simplified crypto investing - Reduced stress and uncertainty - Smoothed out average costs # Features - Automated crypto investing - Dollar cost averaging - Recurring buys on hundreds of assets - No manual trades - No timing required # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told from the brand's perspective, with a man speaking directly to the camera and demonstrating the product's features. # Storyline - 00:00–00:01 00:00–00:01 The ad opens with a news report about the volatility of the crypto market. This is intended to highlight the stress and uncertainty associated with investing in crypto. - 00:01–00:04 00:01–00:04 A man appears on screen and says that up and down markets are stressful and waiting for the right moment is even harder. This is intended to empathize with the viewer's frustration and position the product as a solution. - 00:04–00:12 00:04–00:12 The man then suggests trying a plan you control, dollar cost averaging, which means investing a fixed amount regularly, every week, month, or day, no matter what the market does. This is intended to introduce the product's core functionality and value proposition. - 00:12–00:19 00:12–00:19 The ad then shows the Kraken app and how it automates that plan, recurring buys on hundreds of assets, no manual trades, no timing required. This is intended to demonstrate the product's ease of use and convenience. - 00:19–00:22 00:19–00:22 The man then says to set it once and buy over time, smoothing out your average costs along the way. This is intended to reinforce the product's value proposition and address any remaining concerns. - 00:22–00:26 00:22–00:26 The ad ends with the Kraken logo and the tagline "Automate your crypto buys with Kraken." This is intended to reinforce the brand's message and call to action.

# Ad summary This ad promotes Kraken's stock trading platform. It highlights the benefits of using Kraken, such as the bonus match promotion, and access to over 11,000 stocks and ETFs. # Brand positioning Kraken is presented as a rewarding platform for stock trading. It aligns with the values of financial empowerment and offers a functional advantage through its user-friendly platform and access to a wide range of stocks and ETFs. The brand positions itself as modern and accessible, attracting users with its bonus match promotion. The brand pushes against the complexity and inaccessibility of traditional stock trading platforms, aiming to make investing easier for its users. # Product The Kraken stock trading platform offers users access to over 11,000 stocks and ETFs, enabling them to invest in a wide range of financial assets. For a limited time, Kraken is offering a bonus match of up to 2% when users transfer $5,000 or more in stocks to the platform. This offer aims to attract new users by providing an incentive to switch to Kraken. Kraken addresses the barriers of entry in stock trading by providing an accessible platform with a variety of options and a bonus promotion, encouraging users to start or continue investing. # Visual style The ad has a polished and modern aesthetic. The editing style includes quick cuts and static shots. The production quality is high-end, giving the ad a professional feel. The pacing is fast, with cuts timed to the voiceover and music beats, enhancing the dynamic presentation of the information. # Hooks Spoken: 00:00–00:02: Trading stocks is more rewarding with Kraken. Text overlay: 00:00–00:01: TRADING STOCKS / 00:01–00:02: IS MORE REWARDING / 00:02–00:02: WITH KRAKEN Visual: 00:00–00:01: A black screen with white text that reads "TRADING STOCKS" fills the frame. / 00:01–00:02: The text changes to "IS MORE REWARDING" in gold. / 00:02–00:02: An iPhone screen displaying a trading app appears. The text overlay reads "WITH KRAKEN" in white. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of stock trading by positioning the platform as a rewarding experience. (Trading Stocks) # Value propositions - Earn up to 2% bonus match on stock transfers - Access to over 11,000 stocks and ETFs # Benefits - Make stock trading more rewarding - Earn a bonus match on stock transfers - Invest in a wide range of financial assets # Features - Access to over 11,000 stocks and ETFs - Bonus match of up to 2% when users transfer $5,000 or more in stocks to the platform # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is communicated from the official voice of the brand, with scripted lines, product claims, and demonstrations of the platform's features. # Storyline - 00:00–00:02 The ad starts by introducing stock trading and making it more rewarding. - 00:02–00:02 Then it immediately mentions the Kraken platform. - 00:02–00:06 Next, it explains the transfer $5,000 or more in stocks. - 00:06–00:08 The ad states you can earn up to a 2% bonus match. - 00:08–00:12 The ad goes on to highlight you can get access to over 11,000 stocks and ETFs. - 00:12–00:14 Finally, the ad ends with a branded outro.

# Ad summary This ad for Kraken Pro uses a brand-presented explainer format and features a brand representative describing how to trade on margin by toggling a setting in the app. The ad goes through the steps required to access margin trading. # Brand positioning Kraken Pro is being promoted as an empowering tool for experienced traders. The ad highlights the ability to unlock potential from trades by margin trading on the Kraken Pro platform. The platform is positioned as user-friendly, as the demonstration focuses on how simple it is to begin margin trading by toggling one setting on the app. # Product Kraken Pro is presented as a platform where experienced users can start trading on margin and amplifying their positions. The product feature being promoted is the margin selector, which users can toggle on and off. Users can choose which trades they want to make using margin, but in certain regions regulators require users to certify their eligibility to trade with margin before they can unlock the setting. To do this, a user must submit certifications, read the details, and answer the questions that are laid out for them. # Visual style The visual style of the ad is clean and modern. The use of stark white and purple are brand-forward, and the ad is professionally produced. Editing is minimal, with most cuts focused on showing different aspects of the app being promoted. Shots of the spokesperson have standard and consistent framing and lighting, and the setting is generic and professional. # Hooks Spoken: Want to unlock more potential from your trades? Text overlay: WANT TO UNLOCK / MORE POTENTIAL / FROM YOUR TRADES Visual: 00:00–00:03 A man with fair skin, a bald head, and a mustache is wearing a dark purple t-shirt with the Kraken logo on it. He is wearing black glasses and stands in front of a microphone in a room with leafy green decor and bright purple lighting. He is gesturing with his hands and looking directly at the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point being addressed is a desire to unlock more potential from trades, as stated by the spokesperson. # Value propositions - Kraken Pro empowers experienced traders to amplify their trading strategy by margin trading in just a few easy steps. - You can unlock margin trading with just one switch in the app. # Benefits - Unlock more potential from your trades - Start trading on margin - Amplify your positions - Choose which trades you make using margin - Amplify your trading strategy # Features - Margin selector - Spot and Margin section - Available leverage level # Call to action None used. # Point of view - Brand 100% – The ad is presented in the official voice of the brand, by a brand representative explaining the product. # Storyline - 00:00–00:02 The speaker asks if the viewer wants to unlock more potential from their trades. - 00:02–00:08 The speaker explains that you can start trading on margin and amplifying your positions with just one switch in Kraken Pro. - 00:08–00:32 The speaker then launches into an explanation of how to toggle on the margin setting and begin margin trading in Kraken Pro. - 00:32–00:48 The speaker notes that, depending on the region, you may need to certify your eligibility to trade on margin. - 00:48–00:56 The speaker then gives a step-by-step tutorial on how to certify your eligibility. - 00:56–01:02 The speaker says that once margin is unlocked, you are ready to use these funds to amplify your trading strategy.

# Ad summary This ad promotes Kraken as an easy way to invest in crypto. It highlights that you only need $10 to start investing and shows how to buy, stack, and earn on crypto through the Kraken app. # Brand positioning Kraken is presented as an accessible and easy-to-use platform for investing in cryptocurrency. The brand aims to occupy a space in the consumer's mind as a user-friendly alternative to traditional, more complex investment platforms. The brand aligns with values of simplicity and accessibility, pushing against the perception of crypto investing as intimidating or requiring significant capital. The brand positioning is functional, emphasizing the platform's ease of use and low entry barrier. # Product Kraken is a cryptocurrency investment platform that allows users to buy, stack, and earn on crypto with as little as $10. The platform is designed for individuals who may be intimidated by traditional investment platforms or believe that crypto investing requires significant capital. The ad highlights the platform's ease of use, demonstrating how users can pick a coin, pick an amount, and tap buy. It also emphasizes the ability to stack crypto and earn on it, suggesting potential returns on investment. The ad addresses the purchase barrier of perceived complexity and high initial investment by showcasing the platform's simplicity and low entry cost. # Visual style The ad has a clean and modern aesthetic with a focus on simplicity and accessibility. The editing style is quick and dynamic, with fast cuts and smooth transitions. The production quality is polished, with 3D animations and screen recordings of the Kraken app. The visual motifs include the use of purple and blue color schemes, as well as animated coins with cryptocurrency symbols. The pacing is fast, with cuts timed to the voiceover lines. # Hooks Spoken: 00:00–00:02: You only need $10 to start investing in crypto. Text overlay: 00:00–00:02: YOU ONLY / 00:01–00:02: NEED $10 / 00:02–00:03: to start investing in crypto Visual: 00:00–00:02: A black screen with the text "YOU ONLY" in large white font, followed by "NEED $10" with the dollar amount in purple. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of perceived complexity and high initial investment associated with crypto investing. The ad states, "You only need $10 to start investing in crypto." # Value propositions - Invest in crypto with as little as $10, making it accessible to a wider audience. - The platform's ease of use removes the intimidation factor associated with crypto investing. # Benefits - Accessible entry point to crypto investing - Potential returns on investment - Easy-to-use platform # Features - Invest in crypto with just $10 - Buy, stack, and earn on crypto - User-friendly platform # Call to action None used. # Social proof - None used # Point of view - Brand 100% – The ad is told from the official voice of the brand, showcasing the platform's features and benefits. # Storyline - 00:00–00:02 The ad opens by stating that you only need $10 to start investing in crypto, immediately grabbing the viewer's attention with the low entry barrier. - 00:03–00:07 The ad then equates this amount to everyday expenses like coffee or takeout, making the investment seem even more accessible and relatable. - 00:07–00:10 The ad transitions to a screen recording of the Kraken app, demonstrating how to pick a coin, pick an amount, and tap buy, showcasing the platform's ease of use. - 00:11–00:13 The ad emphasizes that it's crypto minus the pressure, reinforcing the platform's user-friendly approach. - 00:13–00:16 The ad highlights the ability to buy, stack, and earn on crypto through the Kraken app, showcasing the potential benefits of using the platform. - 00:16–00:18 The ad concludes by stating that Kraken makes it easy, reinforcing the platform's accessibility and user-friendliness.

# Ad summary This ad promotes Kraken as a platform for buying crypto on a schedule. It highlights the concept of dollar cost averaging as a way to make investing easier, and shows how to set up recurring buys on the Kraken app. # Brand positioning Kraken is presented as a user-friendly platform that simplifies crypto investing through features like recurring buys. The brand aims to occupy a space in the consumer's mind as an accessible and reliable tool for both new and experienced crypto investors. The ad promotes a functional approach to investing, emphasizing simplicity and ease of use, rather than emotional appeals or lifestyle associations. Kraken positions itself against the complexity and volatility often associated with crypto markets, offering a straightforward solution for regular investing. # Product The ad features the Kraken app, which allows users to buy cryptocurrency on a recurring schedule. The app is designed for individuals looking to invest in crypto without having to time the market. Key features highlighted include the ability to set up dollar cost averaging, which involves buying a fixed amount of crypto at regular intervals. The app offers various frequency options such as daily, weekly, biweekly, and monthly purchases. The ad addresses the purchase barrier of market volatility by presenting a strategy that mitigates risk through consistent, scheduled investments. The app is shown being used on a smartphone, emphasizing its accessibility and convenience. # Visual style The ad has a hybrid aesthetic, blending polished commercial elements with a UGC feel. The editing style includes quick cuts and smooth transitions, maintaining a consistent pace throughout the video. The production quality is high, with professional lighting and clear visuals. The visual motifs include screen recordings of the Kraken app and shots of the presenter speaking directly to the camera. The pacing is moderate, with cuts timed to the voiceover lines. # Hooks Spoken: 00:00–00:01: Markets move. / 00:01–00:03: Timing them? Tough. Text overlay: 00:00–00:01: MARKETS / 00:01–00:01: MOVE. / 00:01–00:01: 😵‍💫 / 00:02–00:02: TOUGH. / 00:02–00:02: 🥵 Visual: 00:00–00:01: A television screen displays a breaking news report with the headline "CRYPTO MARKETS SEEING INCREASED VOLATILITY." Below the headline is a graph showing Bitcoin's value fluctuating between $125,000 and $86,000 over the past 5 days. The TV is sitting on a wooden TV stand in a dimly lit room. / 00:01–00:03: A man with short blond hair and a beard is centered in the frame, speaking directly to the camera. He is wearing a black hoodie and standing in front of a background with multiple computer monitors displaying stock charts. A microphone is visible in front of him. The lighting is bright and professional. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the difficulty of timing the market when investing in crypto, as highlighted by the news report on crypto market volatility. "Markets move. Timing them? Tough." # Value propositions - Dollar cost averaging makes investing easier by buying crypto on a schedule. - Kraken's recurring buys feature simplifies the process of setting up scheduled crypto purchases. # Benefits - Easier investing - Mitigating market volatility - Consistent investment strategy - Simplified crypto purchases # Features - Recurring buys - Dollar cost averaging - Scheduled crypto purchases - User-friendly app interface # Call to action Set up recurring buys on Kraken # Point of view - Brand 80% – The brand voice is communicated through a presenter who explains the product and its benefits. - Customer 20% – The customer POV is communicated through the demonstration of the app interface and the display of portfolio growth. # Storyline - 00:00–00:01 The ad opens with a shot of a TV screen displaying a news report about crypto market volatility. - 00:00–00:01 This sets the stage by highlighting the common concern of market fluctuations in the crypto world. The perspective is from someone watching the news, creating a sense of awareness about the challenges of timing the market. The tone is serious, reflecting the potential stress of investing in a volatile market. - 00:01–00:03 A man appears on screen, acknowledging the difficulty of timing the market. - 00:01–00:03 He introduces the concept of regular investing as an easier alternative. The perspective shifts to the man, who is presented as a knowledgeable figure offering a solution. The tone is reassuring and encouraging, aiming to alleviate the viewer's anxiety about market timing. - 00:03–00:07 The man explains dollar cost averaging as buying crypto on a schedule, with the same amount every time. - 00:03–00:07 This provides a clear definition of the strategy being promoted. The perspective remains with the man, who is now educating the viewer on the mechanics of dollar cost averaging. The tone is informative and straightforward, focusing on the practical aspects of the investment strategy. - 00:07–00:10 The ad transitions to a screen recording of the Kraken app, demonstrating how to set up recurring buys. - 00:07–00:10 This provides a visual guide on how to use the app to implement the dollar cost averaging strategy. The perspective shifts to a user interacting with the app, showing the ease of setting up recurring purchases. The tone is practical and instructional, guiding the viewer through the steps of using the app. - 00:10–00:12 The man encourages viewers to set it up with Kraken recurring buys, hit buy, and then chill and repeat. - 00:10–00:12 This reinforces the simplicity and ease of using the Kraken app for regular investing. The perspective returns to the man, who is now providing a call to action. The tone is relaxed and confident, encouraging the viewer to take action and trust in the process. - 00:12–00:15 The ad concludes with a shot of a phone displaying a portfolio value increasing over time, followed by the Kraken logo and a call to action to download the app. - 00:12–00:15 This reinforces the potential benefits of regular investing and promotes the Kraken app as the solution. The perspective shifts to a user observing their portfolio growth, creating a sense of optimism and achievement. The tone is aspirational and encouraging, motivating the viewer to download the app and start investing.

# Ad summary This ad promotes Kraken as an easy way to start buying crypto with just $10. It highlights the simplicity of picking a coin and amount, tapping to buy, and earning on it, emphasizing that Kraken makes crypto accessible and less intimidating. # Brand positioning Kraken is presented as a user-friendly and accessible platform for cryptocurrency investment, designed to remove the intimidation and complexity often associated with crypto trading. The brand emphasizes ease of use, allowing users to start investing with as little as $10. Kraken aims to position itself as a straightforward and approachable option for both beginners and experienced traders, focusing on simplicity and accessibility in the crypto market. The brand promotes a functional approach, highlighting the platform's ease of use and the ability to quickly buy, stack, and earn on crypto assets. # Product Kraken is a cryptocurrency trading platform that allows users to buy, sell, and earn on various digital assets. The platform is designed for anyone interested in cryptocurrency, from beginners to experienced traders. Users can start investing with as little as $10, making it accessible to a wide range of individuals. The platform offers features such as the ability to pick a coin, choose an amount, and tap to buy, simplifying the trading process. Users can also stack their crypto and earn up to 11% APR on assets like Bitcoin, Ethereum, and Solana. The ad addresses the purchase barrier of high initial investment by highlighting the low entry point of $10 and emphasizes the ease of use, making crypto trading less intimidating. # Visual style The ad has a clean and modern aesthetic with a focus on simplicity and accessibility. The editing style includes quick cuts and smooth transitions, creating a fast-paced rhythm. The production quality is polished, with a mix of screen recordings and animated graphics. The visual motifs include the use of pastel colors, 3D coins, and clear text overlays. The pacing is consistent, with cuts timed to the voiceover lines. # Hooks Spoken: 00:00–00:02 Start buying crypto with just $10. Text overlay: 00:00–00:02 START BUYING / 00:01–00:02 WITH JUST / 00:01–00:02 $10 Visual: 00:00–00:02: A black screen displays the text "START BUYING" in large white font, followed by "WITH JUST $10" in purple font with a dollar sign graphic. The background is dark, and the text is bold and centered. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of crypto investing being intimidating and complex. The ad states, "It's crypto minus the pressure," suggesting that Kraken simplifies the process and makes it more accessible. # Value propositions - Low entry cost: Start buying crypto with just $10 - Easy to use: Pick a coin, pick an amount, tap buy - Earn rewards: Stack it, earn on it # Benefits - Crypto minus the pressure - Kraken makes it easy # Features - Start buying crypto with just $10 - Pick a coin - Pick an amount - Tap buy - Stack it - Earn on it # Call to action None used. # Social proof - None used. # Point of view - Customer 30% – The ad uses screen recordings of the app to show the user experience. - Brand 70% – The ad uses direct messaging and visuals to promote the brand and its features. # Storyline - 00:00–00:02 The ad opens with the text "Start buying with just $10," immediately grabbing attention by highlighting the low entry cost for investing in crypto. This message is intended to lower the barrier to entry and appeal to beginners. The perspective is from the brand, aiming to attract new users with an accessible offer. The tone is straightforward and inviting. - 00:03–00:05 The ad transitions to a screen recording of the Kraken app, showing a list of cryptocurrencies and their values. The message is that users can easily pick a coin and an amount to invest. The perspective is from a potential user, demonstrating the app's interface and ease of navigation. The tone is informative and practical. - 00:06–00:08 The ad shows a graphic of rotating crypto coins, accompanied by the text "It's crypto minus the pressure." This message aims to alleviate the anxiety often associated with crypto investing by emphasizing simplicity and ease of use. The perspective is from the brand, reassuring potential users. The tone is calming and reassuring. - 00:08–00:11 The ad displays a screen recording of a user confirming a purchase and then shows a screen where users can earn up to 11% APR. The message is that users can easily buy, stack, and earn on their crypto assets. The perspective is from a potential user, showcasing the app's features and benefits. The tone is encouraging and rewarding. - 00:11–00:13 The ad concludes with the text "Kraken makes it easy," reinforcing the brand's message of simplicity and accessibility. The perspective is from the brand, summarizing the key benefit of using Kraken. The tone is confident and reassuring.

# Ad summary This ad for Kraken Pro highlights the key features of the application, focusing on deep order books, tight spreads, and real volume. The ad demonstrates how users can confidently enter and exit crypto markets, trading with confidence, using Kraken Pro. # Brand positioning Kraken Pro is presented as a reliable and efficient platform for cryptocurrency trading. The brand aims to occupy a space in the consumer's mind as a source for traders who require deep liquidity and tight spreads to execute trades effectively. It emphasizes functionality by providing key features like order books and volume tracking, appealing to users focused on performance and efficiency. The brand promotes confidence in trading through its platform, positioning itself as a tool for informed and strategic trading decisions. # Product Kraken Pro is a cryptocurrency trading platform designed for users who want advanced features and capabilities. The platform offers access to deep order books, tight spreads, and real volume, enabling users to trade with confidence. It allows users to enter and exit crypto markets effectively. The interface provides tools for monitoring market movements and making informed trading decisions. Kraken Pro is aimed at experienced traders and those who want to make strategic decisions. It addresses the purchase barrier of uncertainty by highlighting its liquidity and data-driven approach. # Visual style The ad has a polished, high-end commercial aesthetic with a focus on clean visuals and clear data representation. Editing is smooth, with static shots that allow the viewer to focus on the information displayed. The visual motif is centered around the color purple, used consistently in the background and interface elements. Pacing is moderate and consistent, with cuts timed to voiceover lines to emphasize key points. Audio-visual sync is maintained throughout to enhance the message. # Hooks Spoken: 00:00–00:03 Kraken Pro connects you to deep order books, tight spreads and real volume. Text overlay: 00:00–00:03 KRAKEN PRO / 00:00–00:03 *Past performance is not indicative of future results. / 00:01–00:03 TO DEEP ORDER / 00:02–00:03 SPREADS, AND / 00:02–00:03 REAL VOLUME. Visual: 00:00–00:03 The shot displays a computer monitor against a solid purple background. The monitor displays a trading platform interface with graphs showing market data in green and red. The monitor rests on a silver stand. To the right, part of a silver laptop is visible. In front of the monitor, a silver keyboard is partially visible. The lighting is soft and ambient, highlighting the screen content. The camera is static, with a close-up, third-person POV focused on the monitor display. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of uncertainty and risk associated with crypto trading, as indicated by the phrase 'Trade with confidence.' # Value propositions - Access to deep order books, tight spreads, and real volume enables effective and strategic trading decisions - Ability to enter and exit crypto markets facilitates quick and effective responses to market movements - Trading with confidence, powered by liquidity, reduces uncertainty and enhances strategic control # Benefits - Ability to enter a crypto market - Ability to exit crypto markets - Trade with confidence - Powered by liquidity # Features - Deep order books - Tight spreads - Real volume # Call to action Trade on Kraken Pro. # Social proof - None used. # Point of view - Brand 100% – The entire ad is narrated and visually presented from the official brand perspective. # Storyline - 00:00–00:03 00:00–00:03 A screen displays Kraken Pro's trading interface, featuring a graph with fluctuating lines and various data points. The intention is to visually introduce the platform and its core features. - 00:03–00:07 00:03–00:07 The ad shifts to a mobile view of the platform, showing order placements and chart data. The message is to demonstrate that users can fill and exit when markets move. - 00:07–00:11 00:07–00:11 The ad shows additional graphs and charts, emphasizing the liquidity provided by Kraken Pro. The intention is to highlight the platform's depth and ability to facilitate confident trading. - 00:11–00:12 00:11–00:12 The ad displays the Kraken Pro logo, reinforcing the brand identity and call to action. The message is to trade on Kraken Pro.

# Ad summary This ad promotes Kraken as a platform for trading crypto assets. It highlights the wide variety of assets available, from well-known cryptocurrencies like Bitcoin to trending meme coins. The ad emphasizes top-tier liquidity and encourages users to trade confidently on Kraken. # Brand positioning Kraken is presented as a comprehensive and accessible platform for trading a wide range of crypto assets, from established cryptocurrencies to trending meme coins. The brand positions itself as a reliable choice for both experienced traders and newcomers, offering top-tier liquidity across various tokens. Kraken aims to occupy the space of a versatile and trustworthy crypto trading platform, emphasizing confidence and accessibility for all users, regardless of their trading style or preferences. The brand aligns with a modern, tech-forward lifestyle, promoting the idea of confident and informed participation in the crypto market. # Product Kraken is a platform for trading crypto assets. It offers access to over 375 crypto assets, ranging from classic cryptocurrencies like Bitcoin and Ethereum to trending meme coins. The platform provides top-tier liquidity across all tokens, ensuring users can trade the assets they care about with confidence. Kraken addresses the purchase barrier of limited asset availability by offering a wide selection of cryptocurrencies and meme coins. The ad highlights that if a crypto asset is worth trading, it is likely available on Kraken, making it a comprehensive solution for crypto traders. # Visual style The ad has a modern, clean aesthetic with a focus on bright colors and animated graphics. The editing style is fast-paced, with quick cuts and dynamic transitions to maintain viewer engagement. The production quality is polished, giving the ad a professional and trustworthy feel. The pacing is consistent throughout, with cuts timed to the voiceover to emphasize key points. # Hooks Spoken: 00:00–00:02: Over 375 crypto assets. Text overlay: 00:02–00:03: 375+ / 00:02–00:03: CRYPTO ASSETS Visual: 00:00–00:02: A black screen displays animated purple numbers counting up to 375+. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of limited asset availability on some crypto trading platforms. It highlights that Kraken offers a wide selection of cryptocurrencies and meme coins, ensuring users can trade the assets they care about. # Value propositions - Comprehensive platform for trading crypto assets - Access to both classic and trending crypto assets - Top-tier liquidity ensures smooth trading experience # Benefits - Access to a wide range of crypto assets - Confident trading # Features - Over 375 crypto assets - Top-tier liquidity # Call to action Explore more with Kraken # Social proof - None used. # Point of view - Brand 100% – The entire ad is delivered from the official voice of the brand, making product claims and showcasing platform features. # Storyline - 00:00–00:02 The ad opens with a countdown-style animation. - 00:02–00:05 00:02–00:05: The ad states that Kraken offers over 375 crypto assets, from the classics to what's trending now. This is intended to convey the breadth of options available on the platform. - 00:05–00:08 00:05–00:08: The ad highlights top-tier liquidity across the tokens users care about. This is intended to address concerns about ease of trading and access to desired assets. - 00:08–00:14 00:08–00:14: The ad emphasizes the range of assets available, from Bitcoin to the latest meme coin, stating that if it's worth trading, it's probably on Kraken. This is intended to reinforce the platform's comprehensive nature and appeal to a wide range of traders. - 00:14–00:19 00:14–00:19: The ad concludes with the Kraken logo and tagline, encouraging users to explore more with Kraken and trade confidently. This is intended to leave the viewer with a sense of trust and assurance in the platform.

# Ad summary This ad promotes Kraken as the easiest way to start exploring crypto. It highlights the ease of signing up, the access to over 400 coins, and the simplicity of withdrawing funds. # Brand positioning Kraken is presented as an accessible and user-friendly platform for exploring cryptocurrency. The brand aims to occupy the space of simplicity and ease of use in the often complex world of crypto trading. It promotes a stress-free experience, contrasting with the perceived difficulty of navigating the crypto market. The brand positioning is functional, emphasizing simplicity and accessibility. # Product Kraken is a platform for buying, selling, and trading cryptocurrency and stocks. It allows users to sign up in minutes with no complicated steps, providing access to over 400 coins. The platform is designed to make withdrawing funds easy. The ad highlights the ease of use and accessibility of the platform, addressing the barrier of complexity often associated with cryptocurrency trading. The ad shows the Kraken app interface, including portfolio values, coin listings, and withdrawal screens. # Visual style The ad has a polished, commercial aesthetic with a clean and modern design. The editing style includes quick cuts to showcase different features of the Kraken platform. The production quality is high, with clear visuals and professional presentation. The pacing is consistent, with cuts timed to the voiceover. # Hooks Spoken: 00:00–00:02: Kraken is the easiest way to start exploring crypto. Text overlay: 00:00–00:02: Kraken is the easiest way to start exploring crypto. Visual: 00:00–00:02: A man with short blond hair and a beard, wearing a black hoodie, sits in front of a microphone. Behind him are multiple computer screens displaying stock charts. Below him is a screen recording of the Kraken platform. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of complexity and stress associated with starting to explore cryptocurrency. The ad states, "Sign up in minutes with no complicated steps and zero stress," indicating that the target audience may be intimidated by the perceived difficulty of entering the crypto market. # Value propositions - Easy access to crypto trading: The platform offers a simple and stress-free way to start exploring cryptocurrency. - Wide range of options: With access to over 400 coins, users have a variety of trading opportunities. - Convenient fund management: The platform makes withdrawing funds easy, ensuring users can access their money without hassle. # Benefits - Start exploring crypto easily - No complicated steps - Zero stress - Trade your way - Withdraw funds easily # Features - Easy sign-up process - Access to over 400 coins - Easy withdrawal of funds # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is delivered by a spokesperson presenting the brand's message and product features. # Storyline - 00:00–00:02 The ad begins with a man speaking directly to the camera, introducing Kraken as the easiest way to start exploring crypto. - 00:02–00:04 He emphasizes the ease of signing up, stating it takes only minutes with no complicated steps and zero stress. This is intended to alleviate concerns about the complexity of starting with crypto. - 00:04–00:06 The man continues by saying it only takes a few taps and you're ready to go. This reinforces the message of simplicity and ease of use. - 00:07–00:10 He highlights the platform's access to over 400 coins, showcasing the variety of trading options available. This is intended to appeal to users looking for a wide range of investment opportunities. - 00:10–00:12 The man concludes by assuring viewers that withdrawing funds is just as easy, further emphasizing the platform's user-friendly design. This addresses potential concerns about accessing funds.

# Ad summary This ad promotes Kraken Pro as a crypto trading platform. The speaker shares that you can unlock more potential from your trades with just one switch. He elaborates on the flexible leverage, deep liquidity, and powerful tools you can utilize to execute your trading strategy. # Brand positioning Kraken Pro is presented as a professional cryptocurrency trading platform, seeking to occupy the space of a powerful, reliable, and versatile platform for both novice and expert traders. The brand aligns with the values of sophistication, empowerment, and financial opportunity. By emphasizing features like margin trading, flexible leverage, deep liquidity, and powerful tools, Kraken Pro pushes against the norm of oversimplified or limited trading platforms. Its positioning is primarily functional, focusing on performance and the advanced capabilities it offers to enhance trading strategies. # Product Kraken Pro is an advanced cryptocurrency trading platform designed to empower traders with flexible leverage, deep liquidity, and powerful tools. It offers margin trading, enabling users to amplify their positions, catering to both experienced traders and those looking to enhance their strategies. The platform addresses the barriers of limited trading options and the need for advanced tools, offering a comprehensive environment for executing various trading strategies effectively. The ad emphasizes that with just one switch to Kraken Pro, users can unlock more potential from their trades. # Visual style The ad has a polished aesthetic with clear lighting and a focus on the speaker. The editing style is static with no movement, lending a professional tone. The production quality is high, suggesting a commercial-style approach. The pacing is consistent. # Hooks Spoken: 00:00–00:04 Want to unlock more potential from your trades with just one switch in Kraken Pro? Text overlay: 00:00–00:01 WANT TO / 00:01–00:01 UNLOCK / 00:01–00:02 MORE / 00:02–00:02 POTENTIAL / 00:02–00:03 FROM / 00:03–00:03 YOUR TRADES / 00:04–00:04 kraken pro Visual: 00:00–00:04 A bald man with glasses stands in front of a dark background and is centered in the frame. The man is wearing a purple t-shirt with the logo on it, and is standing in front of a microphone. The camera is stationary, with no movement. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the desire to increase the earning potential from current trades. This is signaled by the question, "Want to unlock more potential from your trades?" # Value propositions - Unlock more potential from your trades: This connects the outcome of increased potential to the action of switching to Kraken Pro. - Flexible leverage, deep liquidity, and powerful tools: These features enhance the trading strategy. # Benefits - You can start trading on margin - Amplify your positions # Features - Flexible leverage - Deep liquidity - Powerful tools # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is delivered by a speaker promoting the features and benefits of the platform. # Storyline - 00:00–00:02 A person is standing in front of a microphone speaking to the camera. - 00:00–00:04 The person asks a question, wanting to unlock more potential from your trades, and answers it by stating that you can with just one switch in Kraken Pro. - 00:05–00:14 The person then describes the reasons that Kraken Pro is a great platform to use. - 00:14–00:17 The screen displays the brand logo.

# Ad summary This ad features various celebrities who ask the question, what is Cold Storage? They then say different things to make you think they are going to answer the question, and it ends up not being correct. At the end of the ad, there are a few celebrities who mention the name of the app, Kraken, and mention that you can download it today from the app store. # Brand positioning The brand Kraken is presented as a platform where users can invest in crypto. The ad focuses on educating consumers about crypto terms, specifically 'Cold Storage' while positioning Kraken as a reliable platform, highlighting that it has 'been around for over a decade' and offers over 400 assets for trade. The brand aims to occupy a space in the consumer's mind as a trustworthy and comprehensive platform for crypto investing, simplifying complex crypto concepts. # Product Kraken is a cryptocurrency exchange platform that allows users to buy, sell, and trade various crypto assets. The ad features multiple celebrities to present this platform to a wide audience, emphasizing the brand's longevity and comprehensiveness. They explicitly state that Kraken has 'been around for over a decade' and has 'over 400 assets available to trade'. The app enables users to purchase crypto with cash and is available for download on the Google Play Store and Apple App Store. The ad also addresses the purchase barriers by providing information to crypto novices, making the product worth trying for users. # Visual style The ad has a clean and UGC-esque aesthetic, combining selfie-style shots from celebrities with simple graphic overlays. The editing style is quick, with jump cuts between each clip. The production quality is a blend of polished commercial and UGC feel, creating a tone that's both informative and approachable. The pacing is quick, averaging around 5 cuts per minute. The visual style matches with the platform’s native behavior, Reels. # Hooks Spoken: 00:00–00:01 What is cold storage? Text overlay: 00:00–00:03 What is cold storage? / 00:01–00:03 That's where my test. Visual: 00:00–00:03 A close-up selfie-style shot of a light-skinned man, presumably in his late 40s or early 50s, wearing transparent glasses. He is positioned in front of a shelf full of collectibles and trinkets. The camera slightly zooms in on his face. The background is softly lit, with objects in the foreground slightly blurred. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point addressed in the ad is the lack of understanding and potential anxiety surrounding crypto investing, specifically regarding the concept of 'Cold Storage'. The ad uses humor by having celebrities jokingly misunderstand or misdefine the term. "What is cold storage? That's the part of your body." # Value propositions - Cold storage, where it’s safest from online threats. - Kraken secures assets in advanced cold wallets held in physically protected environments monitored 24/7, offering security and peace of mind. # Benefits - Keeping crypto offline, where it's safest from online threats # Features - Over 400 assets available to trade - Secure client assets in advanced cold wallets held in physically protected environments and monitored 24/7 with armed security and surveillance. - Available on Google Play or on the App Store # Call to action So don't forget to download the app today on Google Play or on the App Store. # Social proof - "So, I hope this has been a helpful lesson for all of you thinking about investing in crypto with Kraken" – Michael Ian Black (Celebrity) - "Kraken's been around for over a decade." – Xzibit (Celebrity) # Point of view - Customer 0% – None present - Brand 100% – All content is delivered from the official voice of the brand and its celebrity spokespeople. - Expert 0% – No content is delivered by a perceived authority figure. - External source 0% – There is no outside validation present in this ad. # Storyline - 00:00–00:01 The ad opens with Tom Arnold in a selfie shot, asking the question, "What is cold storage?" - 00:01–00:03 Tom Arnold then states "That's where my test-" before getting cut off by Xzibit. - 00:03–00:06 The next celebrity is Xzibit, who introduces himself and gets cut off by Anna Camp. - 00:06–00:08 Anna Camp introduces herself as well, before getting cut off by Michael Ian Black. - 00:08–00:13 Michael Ian Black says his name, and says he is going to explain various crypto terms. - 00:13–00:14 The screen shows a purple screen with the logo for Kraken. - 00:14–00:19 Michael Ian Black asks again, "What is cold storage?" and then answers by saying, "That's the part of your body." before being cut off. - 00:20–00:23 Tom Arnold asks again, "What is cold storage?" and then states, "That's where my test-" before being cut off by an alarm. - 00:23–00:26 The screen then goes to a purple screen that reads the correct definition of cold storage. - 00:26–00:34 Michael Ian Black states, "So, I hope this has been a helpful lesson for all of you thinking about investing in crypto with Kraken." - 00:34–00:40 Xzibit then mentions that there are "over 400 assets available to trade" and "Kraken's been around for over a decade." - 00:40–00:46 Anna Camp states, "So don't forget to download the app today on Google Play or on the App Store." - 00:46–00:49 The screen displays the name of the app, Kraken, along with the Google Play and App Store logos.

# Ad summary This ad promotes Kraken as the safest and most secure crypto exchange. It highlights Kraken's longevity, security team, and proof of reserves, presenting it as the only exchange the speaker will use. # Brand positioning Kraken is presented as a leading and secure cryptocurrency exchange, emphasizing its long-standing presence in the industry and its commitment to security. The brand positions itself as a reliable and trustworthy platform with a focus on protecting user funds through a world-class security team and proof of reserves. Kraken emphasizes security above all else, aiming to instill confidence in users wary of the potential risks associated with cryptocurrency exchanges. The brand occupies the space of a dependable and safe platform in the crypto market, addressing consumer concerns about hacks and theft. # Product Kraken is a cryptocurrency exchange that provides a platform for users to buy, sell, and trade cryptocurrencies. It is presented as a secure and reliable option in the crypto market, particularly for those concerned about the safety of their investments. Kraken emphasizes its world-class security team and proof of reserves, ensuring users that their funds are well-protected. The platform is highlighted as being operational for over a decade, further establishing its credibility. The ad targets potential and existing crypto investors, particularly those who prioritize security and stability. Kraken addresses purchase barriers by highlighting their commitment to security and transparency through proof of reserves. # Visual style The ad has a modern, tech-focused aesthetic with a UGC feel, combining screen recordings of searches and app interfaces with close-up shots of people. The editing style is quick, with frequent cuts to maintain a fast pace and keep the viewer engaged. The production quality is polished, and the use of purple text overlays creates a consistent visual motif. The pacing is fast, with cuts approximately every 1-2 seconds, timed to the beat of the music and voiceover lines. # Hooks Spoken: 00:00–00:03 Are there any secure crypto exchanges left? Text overlay: 00:00–00:01 ARE THERE / 00:01–00:03 CRYPTO LEFT? Visual: 00:00–00:01 A close-up shot of a computer screen showing a Google search bar. The search query “Are there any secure crypto exchanges” is being typed. The Google logo is visible at the top of the screen. Purple text overlay reads: ARE THERE. / 00:01–00:03 The same shot of the Google search bar now displays the full search query: “Are there any secure crypto exchanges left?” Purple text overlay reads: CRYPTO LEFT? # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the concern and uncertainty surrounding the security of cryptocurrency exchanges, particularly the risk of hacks and theft. # Value propositions - Long-standing presence and world-class security team offer peace of mind - Proof of reserves ensures users that their funds are well-protected # Benefits - Secure crypto exchange - Protection of user funds - Transparency # Features - World-class security team - Proof of reserves - Operational for over a decade # Call to action None used. # Social proof - "With a world-class security team and proof of reserves, Kraken is the only place I'll trade." – Customer # Point of view - Customer 10% – The ad features a customer testimonial from a user of the platform, conveying their personal experience and trust in Kraken. - Brand 90% – The brand is the primary voice, presenting the platform's security features and establishing its position as a secure crypto exchange. # Storyline - 00:00–00:03 The ad opens with a search query about secure crypto exchanges, highlighting the customer's concern about security. This aims to address the viewer's fears about cryptocurrency exchanges being hacked. - 00:03–00:05 A close up shot of a person with an anxious facial expression emphasizes the concern and worry about security risks, which further enhances the pain point. - 00:05–00:07 The ad shifts to focus on Kraken, emphasizing its long-standing presence in the industry by posing another search query about the longest running crypto exchange. - 00:08–00:14 The ad then focuses on Kraken's security features, specifically its proof of reserves and foundation of security. - 00:14–00:17 A loading bar is displayed, with the answer always being the same, Kraken. - 00:17–00:21 The ad further validates Kraken’s security and legitimacy by saying it has a world-class security team and proof of reserves. - 00:21–00:23 The ad ends with a customer testimonial, reinforcing the message that Kraken is the only place they'll trade.

# Ad summary This ad promotes Kraken as a fast, reliable, and trusted platform for crypto trading. It highlights the platform's real-time performance tracking and ease of use on both mobile and desktop. # Brand positioning Kraken is presented as a leading crypto trading platform that prioritizes speed and reliability. The brand aims to occupy the space of a trusted and efficient solution for both novice and experienced crypto traders. It aligns with values of real-time performance, accessibility, and confidence in trading. The brand pushes against the norm of slow or unreliable crypto trading experiences, positioning itself as a fast and dependable alternative. The brand positioning is both functional (speed, reliability) and emotional (confidence, trust). # Product Kraken is a crypto trading platform available on both mobile app and desktop, designed for users to trade confidently and never miss a moment. The platform offers lightning-fast trade execution, ensuring real-time performance tracking. It is presented as a reliable and trusted platform, used by over 10 million users. The platform addresses the purchase barriers of slow execution and lack of real-time insights, offering a fast and transparent trading experience. # Visual style The ad has a modern and clean aesthetic with a focus on speed and efficiency. The editing style includes quick cuts and smooth transitions. The production quality is polished, giving it a commercial feel. The visual motifs include animated lines to represent speed and a consistent purple color scheme. The pacing is fast, with cuts timed to the voiceover. # Hooks Spoken: 00:00–00:04: Speed isn't optional when it comes to crypto. It's everything. Text overlay: 00:00–00:04: Speed isn't optional / 00:02–00:04: when it comes to crypto / 00:03–00:04: It's everything Visual: 00:00–00:02: A black screen with white text "Speed isn't optional" and animated white lines moving towards the center, creating a sense of speed. Green and red lines flash briefly. / 00:02–00:04: The screen transitions to show the text "when it comes to crypto. It's everything" with animated red and green lines converging in the center. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of slow and unreliable crypto trading experiences, where users might miss opportunities due to delays. "Speed isn't optional when it comes to crypto. It's everything." # Value propositions - Lightning-fast trade execution: Trade with speed - Real-time performance tracking: Trade with transparency - Mobile app and desktop access: Trade with convenience # Benefits - Never miss the moment - Trade confidently # Features - Lightning-fast trade execution - Real-time performance tracking - Mobile app and desktop access # Call to action Start trading in seconds # Social proof - Trusted by over 10 million users # Point of view - Brand 100% – The entire ad is presented from the official voice of the Kraken brand, highlighting its features and benefits. # Storyline - 00:00–00:04 The ad opens with the statement that speed is essential in crypto trading. - 00:04–00:07 The ad transitions to showcasing Kraken's lightning-fast trade execution. - 00:07–00:08 The ad reveals that the fast trade execution is provided by Kraken. - 00:08–00:12 The ad shows the Kraken app interface on a mobile phone, emphasizing that users never miss a moment. - 00:12–00:14 The ad highlights the ability to trade confidently in the app or on desktop. - 00:14–00:17 The ad emphasizes the real-time performance tracking built into the platform. - 00:17–00:21 The ad concludes by stating that Kraken is fast, reliable, and trusted by over 10 million users.

# Ad summary This ad promotes PAX Gold, a cryptocurrency that is backed by physical gold. The ad features a man explaining that one PAXG token represents one ounce of gold held in custody by Paxos Trust, emphasizing that owning PAXG means owning the rights to real physical gold. # Brand positioning PAX Gold is presented as a trustworthy, straightforward cryptocurrency that simplifies investing in gold. The brand emphasizes its direct connection to real, physical gold, stored securely, differentiating itself from other cryptocurrencies or investment options that may be more abstract or speculative. PAX Gold seeks to occupy a space of stability and tangible value within the crypto market, appealing to investors who want the benefits of cryptocurrency with the security of a precious metal. # Product PAX Gold (PAXG) is a cryptocurrency token where each token represents one ounce of gold. The product is for investors looking for a secure way to invest in gold via cryptocurrency. PAXG tokens are fully backed by physical gold, with one token equaling one ounce of gold. The gold is held in custody by Paxos Trust, which ensures security and provides a direct claim to the real asset. The ad appeals to those who want to own gold without the complexity of traditional investment methods, offering a straightforward one-to-one representation of gold ownership. # Visual style The ad has a clean, straightforward visual style, balancing the personal touch of a talking-head format with aspirational vault footage and a modern brand design. The editing is simple, with cuts timed to key points. The production quality is solid, balancing a polished feel with a familiar, approachable style suitable for social media. The overall tone is direct and informative, aiming to build trust by highlighting security and direct gold ownership. # Hooks Spoken: One PAXG token represents one ounce of gold, fully backed. Text overlay: 1 $PAXG (coin graphic) = (gold bar graphic) 1 OZ GOLD / FULLY (bank graphic) Visual: 00:00–00:03: A close-up shot of a fair-skinned man with blue eyes, wearing black headphones and a black hoodie, speaking directly into a microphone. The background is dark and indistinct. Text overlays appear below the man as he speaks. The lighting is bright and focused on his face. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the difficulty and complexity of owning physical gold and assures the customer that owning PAX Gold is equivalent to owning gold in a vault. # Value propositions - Direct gold ownership in the form of a cryptocurrency token - Secure storage by Paxos Trust provides peace of mind # Benefits - Own the rights to real physical gold - Held in custody by Paxos Trust # Features - Each token represents one ounce of gold - Fully backed # Call to action View PAXG on Kraken today. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, with a man explaining the benefits and features of PAX Gold. # Storyline - 00:00–00:01 The ad opens with a man directly addressing the viewer. - 00:01–00:03 The man states that one PAXG token represents one ounce of gold and is fully backed by gold. The message is intended to convey that PAXG tokens are equivalent to owning physical gold. - 00:03–00:07 The man elaborates that there are no gimmicks or IOU's involved, and the gold is held in custody by Paxos Trust. The intention is to reassure viewers that the tokens represent real gold and are securely managed. - 00:07–00:12 The man continues by explaining that holding PAXG means owning the rights to real physical gold sitting in a vault, not just betting on a chart. The message is intended to emphasize the tangible value of PAXG and distinguish it from speculative investments. - 00:12–00:14 The ad ends with a promotional screen for Kraken, urging viewers to view PAXG on Kraken today.

# Ad summary A man describes that using Kraken to buy USD Coin can help users earn money automatically without needing to set anything up or lock anything. He also shares the benefits to subscribing to Kraken Plus. # Brand positioning Kraken is presented as a digital asset exchange platform where users can buy, sell, and earn cryptocurrencies such as USD Coin (USDC). The ad emphasizes Kraken's user-friendly approach by highlighting the ease and automation of earning interest on USDC holdings. Kraken aims to occupy a space in the consumer's mind as a hassle-free platform that makes earning money on crypto simple and accessible. The brand also promotes financial growth, stability, and innovation within the cryptocurrency market, positioning itself as a straightforward and default option for users looking to earn. # Product The featured product is Kraken's service for earning interest on USD Coin (USDC). It allows users to automatically earn interest on their USDC holdings without any setup or lockups. Users can trade or withdraw their USDC anytime. The platform offers 1.75% APR by default, with an enhanced rate of 3.75% APR available through Kraken Plus. The platform simplifies the process of buying and earning on crypto. The ad highlights the ease of use, accessibility, and potential financial benefits of using Kraken. # Visual style The ad features a polished yet casual aesthetic, blending personal address with product demonstrations. Quick cuts and transitions are used to maintain viewer engagement. The production quality is relatively high, giving the ad a professional feel, which aligns with the brand's credibility. The ad’s visuals sync with spoken lines, creating a cohesive and engaging experience. # Hooks Spoken: 00:00–00:02 With Kraken, your USDC earns automatically. Text overlay: 00:00–00:15 With Kraken, your USDC earns automatically Visual: 00:00–00:03 A man with fair skin, short brown hair, and a trimmed beard is centered. He wears black headphones and a black hoodie. He is speaking into a microphone. The background includes a lamp and a bull sculpture. / 00:01–00:03 A graphic of a line graph in dark mode is below the speaker in a picture-in-picture style display. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the complexity and commitment often associated with cryptocurrency investments. 'No setup, no lockups' and the ability to 'trade it or withdraw anytime' directly counter the common frustrations of complicated procedures and illiquidity in crypto platforms. # Value propositions - Earn automatically without setup or lockups: This highlights the ease of use and time-saving aspect of the platform. - Trade or withdraw anytime: This emphasizes flexibility and control over your assets. - Default APR of 1.75% and 3.75% with Kraken Plus: Provides clear financial incentives and options for enhanced returns. # Benefits - Earning automatically - Trade it or withdraw anytime. - Earning should be the default # Features - Earning on USDC - No setup - No lockups - 1.75% APR by default - 3.75% APR with Kraken Plus # Call to action Start holding USDC on Kraken today # Social proof - None used. # Point of view - Brand 100% – The speaker shares product features and benefits from the brand's perspective. # Storyline - 00:00–00:02 The narrator introduces the topic of earning money with Kraken. - 00:02–00:03 The narrator mentions that using Kraken to buy USD Coin can help users earn money automatically, eliminating the need for setup or lockups. - 00:03–00:05 The narrator shows the product UI and emphasizes that users can trade or withdraw their USD Coin anytime. - 00:05–00:11 The narrator mentions that users earn 1.75% APR by default and 3.75% APR with Kraken Plus, enhancing its appeal. - 00:11–00:13 The narrator tells the viewer to start holding USD Coin on Kraken today, solidifying the call to action. - 00:13–00:15 The narrator emphasizes that earning should be the default, reinforcing the benefit of using the platform.