VanEck Celebrates Spot Ether ETF Approval with Captivating Advertisement


Asset manager VanEck wasted no time celebrating its newly-approved spot Ether exchange-traded fund (ETF), releasing an artful 37-second advertisement titled “Enter the Ether.” 

The ad debuted on X (formerly Twitter) on May 23, just 30 minutes after the United States Securities and Exchange Commission (SEC) approved its 19b-4 filing for a spot Ether ETF. The SEC’s approval also extended to similar filings from BlackRock, Fidelity, Grayscale, Franklin Templeton, ARK 21Shares, Invesco Galaxy, and Bitwise.

VanEck Debuts ETH ETF Advertisement

The VanEck advertisement is a call to the crypto community, encouraging viewers to explore the potential of Ethereum

“Could it be the fuel to a less centralized and open-source economy?” the ad asks, before concluding with, “What could Ethereum be? That’s up to you and me.” This creative campaign aims to highlight Ethereum’s transformative potential within the decentralized finance ecosystem.

Ad Gained Traction Rapidly

The ad quickly gained traction, amassing over 1,300 reposts and 310,000 views at the time of writing. The online reaction was overwhelmingly positive. Colin Goltra, the operating chief of Yield Guild Games, praised the advertisement, saying it “actually goes hard af [as fuck].” 

The anonymous co-founder of DeGods private club X+ “Mav” remarked, “Today boomers discover smart contracts for the first time [and] realize crypto can be more than digital gold.” Meanwhile, Jito Foundation contributor Andrew Thurman humorously noted that the ad seemed to target “your bar buddy who took too many mushrooms and lived in a yurt for a year.”

VanEck and its Creative Marketing Strategies

This isn’t the first time VanEck has employed such creative marketing strategies. In late September, the asset manager released a series of advertisements for its Ethereum Strategy ETF, tickered EFUT, which is an Ethereum futures ETF that launched on October 2. These ads similarly aimed to capture the imagination and interest of both crypto enthusiasts and potential investors.

While VanEck has led the charge with its innovative ad campaign, other asset managers who received 19b-4 approvals have yet to release similar advertisements. So far, only Grayscale and Bitwise have acknowledged their approvals with posts on X. This strategic marketing move by VanEck could set a precedent for how asset managers promote their crypto-related financial products moving forward.

Approval of 19b-4 Filings

Despite the excitement surrounding the SEC’s 19b-4 approvals, the spot Ether ETFs are not yet ready for trading. The SEC still needs to approve each ETF’s S-1 filing, a process that could take several months. 

Bloomberg ETF analyst James Seyffart indicated that S-1 approvals might come within “a couple of weeks,” but cautioned that it could extend longer, up to five months. Fellow Bloomberg analyst Eric Balchunas suggested a mid-June launch might be possible, based on the precedent set by the SEC’s handling of spot Bitcoin ETFs, which saw a relatively swift feedback process.

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