Search
Close this search box.
Search
Close this search box.

Coinbase’s QR-code Super Bowl Crashes App & Cashes In

Coinbase’s QR-code Super Bowl Crashes App & Cashes In Coinbase’s ad in the Super Bowl last night. But as a revenue leader, I was curious about the ROI. Check out these numbers: 

• Firstly, 117M people watched.

• Secondly, 20% scan the QR code (the chief product officer said the page got 20M visits in 1 minute).

• Thirdly, a 10% signup. 

• 20% of them link their bank account 

• Lastly, = ~500k new customers. 

What’s 500k customers worth to Coinbase? Does that cover the $14M spent on the ad? 

According to their last quarterly report, the average customer generates $90 in revenue per year for them. Furthermore, let’s say these Super Bowl customers are half as valuable (lower intent). 

$45 revenue per user x 500,000 new users = $22.5M

In conclusion that would make the ad Return on Equity positive! This advertisement will go down as one of the most successful ever to air. Moreover, the question arises. Is this a new model for advertising? Lastly, focusing on directly signing up the customer, no more subtle hinting at a product. However, another question arises. Over time will this highly aggressive and direct approach turn off customers?

Johns Hopkins Professor Jim Liew

Coinbase’s QR-code Super Bowl Crashes App & Cashes In