Coinspeaker
BlackRock’s Latest Investor-Friendly Spot BTC ETF Ad Presents Bitcoin as ‘Progress’

Investment firm BlackRock has released another ‘investor-friendly’ ad for its spot Bitcoin exchange-traded fund (ETF). The asset manager’s latest ad comes amid a heated spot Bitcoin ETF marketing race that has been going on since December, weeks before the first spot Bitcoin ETFs went live.

BlackRock, which is the world’s largest asset manager, released its first ETF ad on January 11. The ad’s ‘mature’ messaging was seemingly targeted at ‘boomer’ investors, and the same can be said for the latest marketing effort.

The ad maintains the firm’s simple format and presents BlackRock’s iShares Bitcoin Trust (IBIT) ETF as “progress”. It shows the silhouette of a plane and runway on a yellow background with black text. It reads in part that “Bitcoin ETFs have landed” and urges investors to get their share of progress.

The message is not lost on industry experts, including Bloomberg’s ETF analyst Eric Balchunas, who took to the social media platform X to share his thoughts. He pointed out that while the ad sticks to BlackRock’s mature format, it was also modern and effective, straddling the sweet spot between the boring legacy fund a...