BlackRock Acknowledges Bitcoin’s Progress in Latest Spot Bitcoin ETF Ad

Key Takeaways:

BlackRock, one of the world’s largest asset manager, has acknowledged Bitcoin’s progress in its latest advertisement promoting a Bitcoin exchange-traded fund (ETF).

Acknowledging Bitcoin’s progress suggests a growing acceptance and recognition of the cryptocurrency by traditional financial institutions and investment firms like BlackRock.

The advertisement highlights BlackRock’s interest in offering a Bitcoin ETF, indicating a potential shift towards embracing digital assets as part of mainstream investment offerings.

In a surprising move, BlackRock, the world’s largest asset manager, has labelled Bitcoin (BTC) not as a currency but as ‘progress’ in its latest spot Bitcoin exchange-traded fund (ETF) advertisement.


This acknowledgement from such a prominent financial institution marks a significant shift in attitude towards the leading cryptocurrency. With assets under management exceeding $9 trillion, BlackRock has long been cautious about embracing BTC and other cryptocurrencies. However, this recent move indicates a softening stance and a recognition of BTC’s growing influence and adoption within the financial landscape. According to the latest ad, BlackRock maintained its relatively dull approach to advertising its IBIT fund, at least compared to its competitors. 

The yellow advertisement noted, “Bitcoin ETFs have landed. IBIT, the iShares Bitcoin Trust, now lets you access Bitcoin where you get your stocks and bonds so that you can manage all your investments in one place.” The ad also showed a simple silhouette of a runway and a plane. BlackRock added the caption, “Get your share of progress.”

Industry observers such as Bloomberg Intelligence ETF analyst Eric Balchunas couldn’t overlook the marketing approach and described it as a “sweet spot between the boring legacy fund and hey fellow kids’ type stuff… The firm is on the brink of pulling away as the category liquidity king, so going for the kill with more advertising makes sense.”

Bitcoin ETF Advertisement 

On January 11 2024, BlackRock released its first ETF advertisement, targeting the affluent market. The ad released by BlackRock features a series of visuals highlighting the potential benefits of investing in a Bitcoin ETF. According to Farside, BlackRock has seen an inflow of $5.3 billion for its IBIT fund since the product launched. It emphasises the diversification benefits of including BTC in one’s investment portfolio, particularly during economic uncertainty. 

The advertisement also touches upon BTC’s role as a hedge against inflation. This narrative has gained traction in recent years, especially amidst unprecedented monetary stimulus measures by central banks worldwide. By portraying BTC as a viable investment option, BlackRock is signalling a departure from its previous scepticism towards cryptocurrency. The spot Bitcoin ETF ad is strategically designed to appeal to a broad audience, including retail and institutional investors. By leveraging its reputation and credibility in the financial industry, BlackRock aims to instil confidence in BTC as a legitimate asset class worthy of consideration within traditional investment portfolios. 

Implications for the Crypto Market

Although subtle, BlackRock’s endorsement of BTC carries significant implications for the broader cryptocurrency market. It validates BTC’s status as a store of value and a legitimate investment asset, potentially attracting more institutional investors and mainstream adoption. The decision to release a Bitcoin ETF advertisement suggests that BlackRock is closely monitoring the evolving landscape of digital assets and recognising the shifting investor sentiment towards cryptocurrencies. Since Bitwise dropped the first ad using actor Jonathan Goldsmith in mid-December, the Bitcoin ETF marketing war has been heating up. As other financial institutions observe BlackRock’s move, it could pave the way for further acceptance and integration of BTC into traditional financial products and services.

Moreover, BlackRock’s acknowledgement of BTC as ‘progress’ reflects a broader trend within the financial industry towards embracing digital assets. With increasing regulatory clarity and growing institutional interest, cryptocurrencies are gradually assimilating into the mainstream financial ecosystem. However, it’s essential to note that while BlackRock’s stance on BTC signals a positive development for the crypto market, challenges and uncertainties remain. Regulatory concerns, market volatility, and technological risks continue to pose significant hurdles to widespread adoption and acceptance. The promotional blitz accelerated after Google began allowing crypto ads earlier this month.

On February 15 2024, 21Shares started promoting that BTC had become a trillion-dollar asset in market capitalisation. Four days later, whistleblower Edward Snowden referred to BTC as the future of money. Snowden said, “Unpopular but true: Bitcoin is the most significant monetary advance since the creation of coinage.”

BlackRock’s characterisation of Bitcoin as ‘progress’ in its latest spot Bitcoin ETF advertisement represents a notable milestone in the mainstream acceptance of cryptocurrencies. While challenges persist, the endorsement from such a heavyweight in the financial industry underscores Bitcoin’s growing relevance and potential as a transformative asset class in the global economy.


Fhumulani Lukoto Cryptocurrency Journalist

Fhumulani Lukoto holds a Bachelors Degree in Journalism enabling her to become the writer she is today. Her passion for cryptocurrency and bitcoin started in 2021 when she began producing content in the space. A naturally inquisitive person, she dove head first into all things crypto to gain the huge wealth of knowledge she has today. Based out of Gauteng, South Africa, Fhumulani is a core member of the content team at Coin Insider.

View all posts by Fhumulani Lukoto >

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