beginner
5 min read
Quality vs. Quantity
Why engaged audiences outperform large passive audiences
Consider two publishers:
• • •
Publisher A
- 10 million monthly users
- Mixed audience, mostly passive browsers
- Low engagement with web3 content
- Users are crypto-curious at best
- eCPM: $3
Publisher B
- 500,000 monthly users
- Highly engaged crypto-native audience
- Users actively looking for new protocols
- Frequent onchain activity
- eCPM: $45
• • •
For advertisers, Publisher B delivers dramatically better results despite 20x fewer users. Conversion rates can be 10-50x higher when audiences are qualified and engaged. You'd rather reach 10,000 active DeFi users than 1 million casual crypto readers.
• • •
High-quality web3 publisher characteristics
- Users are onchain-active (not just reading about crypto)
- Community has shared interests aligned with your product
- Platform facilitates discovery (users come to explore, not just consume)
- Engagement is deep, not passive scrolling
- User trust in platform extends to advertiser credibility