蘑菇AV

The heavy spending prompted comparisons to the 2000 鈥渄ot-com鈥� Super Bowl that proved true鈥擣TX collapsed in 2022, bringing the value of Coinbase and others down with it. Meanwhile, Meta has had to sideline its metaverse projects to focus on rejuvenating its ad business. Crypto鈥檚 high-profile failures haven鈥檛 deterred new brands from trying to make an imprint on the Big Game.

The QR code, which linked to a limited promotion, was so highly scanned that it temporarily crashed the Coinbase app. In 2024, Edmundson expects more iterations of these shoppable CTV ads. 鈥淧ublishers or tech solutions [will find] novel ways of breaking down that transition from seeing the ad [on-screen] to the user taking action.鈥�. It will take time, though.

Like last year鈥檚 floating QR code from Coinbase, this year鈥檚 Super Bowl will likely see brands experiment with content and sweepstakes that incentivize users to act right then, according to Bridget Hall, group account director at M&C Saatchi Performance.

Coinbase, crypto.com, eToro and FTX spent a combined over 50 million dollars on Super Bowl ads last year. Last year's Super Bowl, according to MediaRadar. Since then, FTX collapsed. The share price of Bitcoin has been cut in half, and Coinbase laid off 20% of its workforce twice. Sarah Morrison of Recode notes it was dubbed the Crypto Bowl, but what would you call this one?

There are still a large number of really reputable companies in the space, players like Coinbase. You have other large financial institutions that are also still investigating and seeking a regulatory framework to allow them to really be active in the crypto space in an institutional sense, so to offer safe regulated investments in this.