BlackRock wants to project Bitcoin ETF ads onto former banks, filing says

BlackRock is shaking up the advertising game by proposing to project Bitcoin ETF ads onto former bank buildings, according to a recent filing with the SEC. The campaign, called the “IBIT Signal,” will feature an animation projected onto the facades of former financial institutions in New York City, Miami, and Los Angeles. The projection will showcase a timeline of events leading up to the launch of BlackRock’s spot Bitcoin ETF, including historical milestones such as the establishment of the first stock market in the U.S. and the launch of Bitcoin itself. The ad aims to highlight the arrival of a new era of access to Bitcoin through spot ETFs. While it is unclear whether BlackRock intends to use its own property or rent space from others, the presentation suggests that the shared building at 360 Rosemary Ave in West Palm Beach, Florida, could be one potential location. This unique approach to advertising comes after BlackRock released a more traditional ad for its iShares Bitcoin ETF earlier this year. Alongside these efforts, the recent change in Google ad policies has allowed cryptocurrency coin trusts, including BlackRock’s ETF, to advertise with the search engine. As the industry evolves, online advertisements for BlackRock’s IBIT fund have also started appearing on various websites.