Crypto.com operates in a market that never stops moving, and they needed a way for their creative to keep pace. Using Celtra, the team rebuilt their approach to social and display advertising around real-time adaptability, with live prices and messaging updating directly inside creative before impression. At the same time, and crucially in such a highly regulated market, every compliance-locked element – such as risk warnings, disclaimers, and fixed copy – stays exactly as approved. The shift produced faster time to market and stronger engagement, leading the team to scale the same approach to their newly launched prediction market brand, OG.com, just weeks ahead of the World Cup.
Challenge: Moving at speed while staying compliant
Crypto markets never pause, and neither do the events that move them: a Fed announcement, a shift in rates, a headline that breaks at 3 am in a time zone nobody on the team is awake in. For Crypto.com, static social assets meant campaigns were shaped less by strategy and more by production speed. Every price move or news event triggered the same chain: brief the design team, build the creative, route it through compliance, then manually upload it to media placements. By the time an ad went live, the moment it was built for had often already passed.
Regulation raised the stakes further. Risk warnings have to be prominent, but “prominent” isn’t consistently defined across markets, not to mention that a single word that reads as implied trading advice could mean a compliance breach. Since in fintech, those fines run into six or seven figures, speed alone wasn’t the goal. The team needed to move fast and stay defensible in every market they touched, and they needed to do so without cutting corners.
Solution: Running real-time creative with Celtra
With Celtra, Crypto.com rebuilt their approach to social and display creative from the ground up. Instead of shipping fixed variants, they started to design for adaptability, giving the user acquisition team direct control without needing a designer in the loop for every change.
- Strategy shifted from finished ads to adaptable systems. Instead of pre-building variants for every scenario, campaigns were designed to flex at the element level. Copy changes that once meant reopening layered files in Photoshop across dozens of dimensions became a matter of editing content directly, closer to updating a spreadsheet than redesigning an asset.
- Live market data feeds directly into live assets. Prices and messaging automatically update inside the creative itself before impression in near real-time. Crucially, they do so without resetting Meta’s optimization model, which a manual creative swap would normally trigger.
- Compliance stayed non-negotiable while everything else flexed. Risk warnings, disclaimers, and fixed copy requirements stay locked even as pricing, messaging, and visuals update dynamically, solving the tension between wanting variation at scale and needing absolute control over regulated elements.
- Optimization moved in-flight. Rather than waiting for a campaign to end to learn from it, the team adjusts strategy, including audience, budget, and messaging, while it’s still running.
As a result of the new strategy, Crypto.com saw not just a faster time to market, but also improved performance, led by the hyper-relevance of their advertising:
Scaling the approach: OG.com and the World Cup
After seeing the lift on Crypto.com, the team brought the same engine to their newly launched prediction market brand, OG.com. This time, they built from zero, on a five-to-six-week runway, with the World Cup as a fixed deadline. Ten templates were built ahead of time, each wired to live odds data across contracts like the Golden Boot winner, individual match winners, and overall tournament winner, so campaigns could run across 104 matches with minimal manual management.
One challenge they faced was purely visual: without rights to real team kits, the team needed something that still signaled sport and team at a glance – critical when the average ad gets a fraction of a second of attention. Using Celtra’s GenAI workflow, they were able to produce 176 AI-generated jersey visuals with transparent backgrounds, giving every ad an instant visual cue before the viewer even reads the odds.
This workflow led to greater efficiency for the team, both through the use of generative AI and by saving the hours that would otherwise be needed to manually update the odds. More importantly, the campaigns also showed great performance:
If your market moves too fast for traditional production, static ads aren’t just slow, they’re leaving performance on the table. Book a demo with our team and learn how Celtra gives growth and creative teams the power to launch automated, real-time creative that stays 100% compliant at scale.
