Google, famous for its search engine, will start allowing Bitcoin ETF ads from Monday (29). The change in terms was published on December 6, more than a month before ETFs are approved in the US, where advertising is allowed.
“Starting January 29, 2024, advertisers offering Cryptocurrency Coin Trust targeting the United States will be able to advertise these products and services if they meet the following requirements and are certified by Google”the American giant inquired.
The text is very short and only informs companies that they must comply with local laws where their ads appear. In addition to the US, the new policy will also apply to other countries where these products are offered.
Finally, the policy appears to be a gradual change from Google, which is more neutral towards cryptocurrencies. After such ads were banned in 2017, they were allowed again in 2021, with a few exceptions. Later, in 2023, it also released announcements for NFTs and play-to-earn games.
See the Bitcoin ETF announcements already published by major managers
Because ETFs are identical products, managers’ marketing teams have to work hard to attract customers from their rivals. For example, some promise to donate part of the profits to Bitcoin developers.
Regardless, advertising remains an important part of this marketing war. Below are some examples of commercials from well-known brands such as Bitwise, VanEck and even the Brazilian Hashdex, whose ETF is also approved in the US.
“Born for Bitcoin”VanEck says in the commercial about his ETF.
‘You know what’s interesting these days? Bitcoin”Bitwise says in its ad, which features actor Jonathan Goldsmith, also known as “the most interesting man in the world,” in another commercial from which the manager drew inspiration.
The Brazilian Hashdex compared Bitcoin decades ago to the advent of computers. “Understanding disruptive innovation takes time”the Brazilian manager points out “Bitcoin’s time has come”.
However, advertisements are not only seen in video. Other managers like Grayscale, currently owner of the largest Bitcoin ETF, are betting on the physical world. It also seems to work; even Eric Balchunas, Bloomberg ETF expert, commented on the matter.
“I can’t escape Bitcoin ETFs if I try… GBTC all over 30th Street Station in Philadelphia.”
I can’t escape bitcoin ETFs even if I tried… $GBTC anywhere at 30th St Station in Philly pic.twitter.com/WWz1RDfr1c
— Eric Balchunas (@EricBalchunas) January 22, 2024
Finally, from next Monday (29), these and other managers will also compete in Google advertising, especially in the US. Aside from Grayscale, which already had more than 600,000 bitcoins in its fund, BlackRock and Fidelity continue to dominate these new products.
Source: Live Coins
Barry Siefert is an accomplished journalist and author at The Nation View. He is known for his expertise in the field of cryptocurrency, and has written extensively on the topic. With a background in finance and economics, Barry has a deep understanding of the underlying technology and market forces that drive the crypto industry.
