BlackRock Targets Boomer Generation in Bitcoin ETF Ad

BlackRock’s new ad for its Bitcoin ETF, referred to as “so boring it’s brilliant” by industry insiders, is an interesting attempt to tap into the wealthy boomer market, according to commentators quoted by Cointelegraph.

The world’s leading asset manager released its first video ad for its iShares Bitcoin Trust ETF (IBIT), which is just under two minutes long and features a BlackRock executive explaining the value in Bitcoin and how investors can use it to gain exposure to the new ETF.

The "adults" are here

According to Jay Jacobs of BlackRock’s ETF unit, IBIT is easy to access, does away with operational burdens, and is benefited by BlackRock’s know-how in the ETF space. According to commentators, the absence of crypto jargon is intentional and untypical of Bitcoin ETF ads in general.

Bloomberg analyst Eric Balchunas was quoted by Cointelegraph as saying that BlackRock could have found the right approach to marketing to wealthy members of the boomer generation. The calm atmosphere, understandable communication, and soft music say “it’s ok now, the adults are here.”

A different approach to advertising

According to Fourth Turning Investments founder Chris Dark, the ad may be very boring, but it’s extremely effective. Fred Krueger, who manages boomer investors’ assets, believes members of this older generation are happy about being able to invest in the world’s oldest crypto via TradFi companies. They are not happy with tattooed young people insisting the traditional finance system has to be scrapped.

Fierce competition

Bitcoin ETF issuers’ ad campaigns have been tantamount to declaring a marketing war. Bitwise aired the first Bitcoin ETF ad on Dec. 18. Soon thereafter, VanEck and Hashdex released ads.

Grayscale and ARK Invest launched their advertising campaigns in January. The Valkyrie Bitcoin Fund advertised its product last week on the Nasdaq billboard in Times Square in New York City.