BlackRock maintained a mature approach to promoting its new spot ETF, with an ad calling Bitcoin as “progress.”
BlackRock has increased its media advertising for its recently launched spot Bitcoin exchange-traded fund, referring to the asset as “progress” rather than a currency.
“Bitcoin ETFs have landed,” reads the yellow advertisement, which depicts only a silhouette of a runway and a plane. However, BlackRock has included the following caption: “Get your share of progress.”
The relatively commonplace marketing approach was not unnoticed by industry observers, such as Bloomberg Intelligence ETF analyst Eric Balchunas, who described it as being in the “sweet spot between the boring legacy fund and ‘hey fellow kids’ type stuff.”
Source: X
He added that the company was on the verge of “drawing away as the category liquidity king,” so going for the kill with additional advertising made sense.”
“Interesting they equate Bitcoin not with a commodity or a currency but with progress.”
New $IBIT ad just dropped. IMO simple, modern, effective. In sweet spot bt boring legacy fund co ad and “hey fellow kids” type stuff. Strong advisor-friendly vibes. BlackRock on brink of pulling away as the category liquidity king, going for kill w more ads makes sense. https://t.co/V8VVgB2G8d
— Eric Balchunas (@EricBalchunas) February 19, 2024
