- Investment giant BlackRock has adopted a different marketing strategy for its newly launched iShares Bitcoin Trust ETF (IBIT), opting for a simple and direct advertising campaign.
- BlackRock’s approach, unlike many other Bitcoin ETF ads, does not include flashy visuals and crypto jargon.
- Chris Dark described the ad as ‘boring but great’ due to its effectiveness in capturing the attention of the baby boomer generation.
Investment behemoth BlackRock released a promotional ad for its recently launched iShares Bitcoin Trust ETF last week.
BlackRock Releases Advertisement for Bitcoin ETF
Investment giant BlackRock has adopted a different marketing strategy for its newly launched iShares Bitcoin Trust ETF (IBIT), opting for a simple and direct advertising campaign. While some may find it dull, industry commentators suggest that this strategy could be a winning formula for attracting wealthy baby boomer audiences.
On January 11, BlackRock introduced the first video ad for iShares Bitcoin Trust ETF; in a roughly two-minute video, a BlackRock executive explains the value proposition of Bitcoin and how investors can get exposure to the ETF. BlackRock’s approach, unlike many other Bitcoin ETF ads, does not include flashy visuals and crypto jargon.
BlackRock’s cautious approach is said to aim at appealing to wealthy baby boomers. Bloomberg ETF analyst Eric Balchunas mentioned that the calm demeanor of the ad, along with a straightforward investment argument, soft music, and business casual attire, sends a reassuring message to this demographic. The message seems to convey, “It’s all right now; the adults are here.”
Chris Dark, founder and managing partner of Fourth Turning Investments, described the ad as ‘boring but great’ due to its effectiveness in capturing the attention of the baby boomer generation. Digital asset investor Fred Krueger also deemed the ad suitable for wealthy baby boomers who prefer traditional financial firms over younger, more unconventional players. He expressed it as follows: “The boomer generation doesn’t really like the tattooed Gen-Xers who say they need to completely change the entire financial system.” However, they are content with investing in Bitcoin through institutional entities like BlackRock.
Wall Street’s Dominance in Bitcoin
Krueger stated, “We happily add IBIT and FBTC to our portfolios because we trust BlackRock and Fidelity.” He views BlackRock’s entry into the Bitcoin ETF market as Wall Street taking over the Bitcoin narrative and believes resistance against this trend would be meaningless.
Competition in the Bitcoin ETF market has increased since Bitwise released its first ad on December 18, 2023. Following Bitwise, ETF issuers Hashdex and VanEck have also launched their ad campaigns. In January, ARK Invest and Grayscale joined the battle with new advertising campaigns. Valkyrie Bitcoin Fund (symbol: BRRR) had an impressive advertisement on the Nasdaq billboard in Times Square on January 13.
Many ETF issuers like VanEck, Invesco Galaxy, and Franklin Templeton have effectively promoted their new Bitcoin ETFs on their websites. It is reported that BlackRock and Fidelity Investments are following a similar strategy.
