Member Exclusive, Modern Marketing

Marketing Briefing: On crypto advertising in tough times

  • Crypto firms' glow is turning into a shadow, which has led to lots of these companies cutting back on their glittery ads.
  • But does that mean they should be cutting back on marketing altogether?
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Marketing Briefing: On crypto advertising in tough times

Last year saw crypto firms taking positive marketing messages to the next level, with shiny Super Bowl ads and celebrity-inked TV commercials.

But crypto firms’ marketing madness seems to have faded. In fact, a whole lot of these companies seem to be spending a whole lot less on advertising this year.

Last year saw crypto firms taking positive marketing messages to the next level, with shiny Super Bowl ads and celebrity-inked TV commercials.

But crypto firms’ marketing madness seems to have faded. In fact, a whole lot of these companies seem to be spending a whole lot less on advertising this year.

Marketing spend on sites like Facebook and YouTube is down at least 90% compared to earlier this year, according to market researcher Sensor Tower.

Meanwhile, in terms of TV ad spend, CoinDesk, CoinFlip, Crypto.com, eToro, FTX, Gemini, and Grayscale went from a monthly total of $85 million in February to $36,000 in July, according to data from ISpot.

The drastic drop in spending isn’t out of the blue. It seems to be largely linked with crypto’s recent bumps putting a damper on the party.


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