15 Jan, 2024

BlackRock Nixes Boomer ETF Ad Amid Ramping Marketing Wars

Yulia Zakharchuk
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Julia Zakharchuk
Yulia Zakharchuk Julia Zakharchuk Expert Author
Julia is a professional crypto and blockchain writer known for her insightful YouTube channel "MoneyFest." She showcases her dynamic presentation skills as a host and moderator at blockchain conferences. Julia drives also business development at ChainUp and advises UNITBOX, an innovative NFT renting protocol. With her exceptional expertise, Julia is a highly valued industry contributor...
Michael Gord
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Michael Gord
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Michael, co-founder, and CEO of Global Digital Assets (GDA) Group, is a distinguished figure in the blockchain and Metaverse industries, with a focus on capital markets. As the former Managing Director of the XDB Foundation and CEO of MLG Blockchain, he has been involved in over $25 billion of digital asset financings. A pioneer in...
blackrock etf ad


  • BlackRock’s no-flair Bitcoin ETF ad targets wealthy boomers who trust the reputation of the asset management firm.
  • The plain yet effective ad approach appeals to a diverse audience, simplifying ETFs for new and seasoned investors.

BlackRock’s ETF Ad Seemingly Boring Brilliance

As excitement ramps up around spot Bitcoin ETF approval, its issuers have begun to roll out advertisements. And BlackRock is the latest asset management firm to do so.

BlackRock booring yet effective ETF ads attracts weathy boomers.
BlackRock | Source: Shutterstock

BlackRock, which had recently filed for Ethereum Trust ETF, seemingly takes a mature approach, different from its competitors

Many believe the ad campaign seems boring, yet it’s just what’s needed to attract the wealthy boomer market.

The investment giant released its first video ad for its iShares Bitcoin Trust (IBIT) on Jan. 11, 2024.

It’s a two-minute video featuring a BlackRock Executive who outlines the value proposition of Bitcoin (BTC). And also how investors may receive exposure for its new ETF.

In addition, the US head of thematics and alternative ETFs, Jay Jacobs, highlights in the video how IBIT is easily accessible.

He also reiterates how it conveniently gets rid of operational burdens. Moreover, he confirms the IBIT will be issued under BlackRock’s reputation and expertise in the ETF space.

BlackRock Ad Campaign to Attract Wealthy Boomers

Crypto analysts believe BlackRock intentionally didn’t put much thought into flair and crypto jargon as other ad issuers.

BlackRock Ad campaign set to attract wealthy boomers.
BlackRock  | Source: Shutterstock

In addition, the founder and managing partner of Fourth Turning Investments, Chris Dark, also reacted to the ad campaign.

This is how you market to rich boomers, folks. The calm disposition, easy-to-understand inv case, soft new age music, suit with no tie, everything about it says, its ok now, the adults are here.

Eric Balchunas, the Bloomberg ETF analyst, said in an X post.

He admits that the ad is boring, making it a brilliant campaign. The boring-effectiveness is apparent, ensuring that it attracts boomers.

Agreeing with these sentiments, digital asset investor Fred Krueger sees the BlackRock ad campaign as more palatable for wealthy boomers.

He adds that his generation doesn’t resonate with tattoo-covered Gen-X advising them about scraping their entire financial system.

However, the wealthy boomers are satisfied and can invest in Bitcoin through traditional financial firms.

He believes that the wealthy boomers can easily add IBIT and FBTC to their portfolio since they trust BlackRock and Fidelity.

Spot Bitcoin ETF Marketing Campaign War Ramps Up

The Bitcoin ETF advertisement war has heated up since Bitwise dropped the first ETF ad on Dec. 18th, 2023.

More and more asset management firms are going out of their way to attract new investors with captivating ad campaigns. Soon after Bitwise dropped its ad, Hashdex and VanEck went on to release theirs, respectively.

In January, Grayscale and ARK Invest dropped new ad campaigns. Valkyrie Bitcoin Fund took a different approach, tickering BRRR on the Nasdaq billboard in Times Square on Jan 13, 2024.

Conversely, some ETF issuers like VanEck, Franklin Templeton, and Invesco Galaxy are playing small. The two firms featured their new Bitcoin ETFs on their home pages.

BlackRock and Fidelity Investments have also gone through this route. With this ad campaign, BlackRock has successfully signed a Wall Street takeover of the Bitcoin narrative.

Will BlackRock’s ad strategy resonate with wealthy boomers who believe in conventional investment channels?