-based manager Grayscale Investments has introduced its pro- () initiative “Drop Gold” in a on May 1.
The Drop Gold campaign is based on the emergence of as an alternative to gold investments. In particular, the advertising campaign is promoting investment within Grayscale’s publicly traded Investment Trust (), which under the ticker back in 2015.
Grayscale’s pro- advertisement includes a provocative arguing that gold investors are living in the past. The commercial presents gold as an old-fashioned asset that weighs down investors’ portfolio, and contrasts it with , the up-to-date digital world asset that is touted as being better in terms of speed, security and efficiency. The campaign also includes a branded website offering general information to educate investors about .
According to the press release, Drop Gold ads are set to be run on social media and digital platforms, as well as on broadcast TV, targeting key demographics across major cities in the United States.
Barry Silbert, founder and CEO of and its subsidiary Grayscale Investments, outlined that there is a generational shift in the investment approach. According to Silbert, investments in gold will be reallocated to as baby boomers start moving their wealth to a younger generation of investors.
He stated in the press release:
“The gold industry has done a fantastic job of marketing an overpriced metal, but has superior physical properties and market utility. I believe that will become the -of-value for our digital age.”
Recently, American VC firm Capital a survey stating that 11% of the American population owns .
Published at Wed, 01 May 2019 16:07:49 +0000
