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Sergino Dest of USA and Milad Mohammadi of Iran battle for the ball during the FIFA World Cup Qatar 2022 Group B match between IR Iran and USA at Al Thumama Stadium on November 29, 2022 in Doha, Qatar.

Matteo Ciambelli | Defodi Images | Getty Images

There were Super Bowl ads, arena sponsorships and celebrity endorsements. TV commercials landed during the nightly news. Money flooded onto Facebook, Twitter and TikTok.

Crypto companies were spending anywhere and everywhere.

Through October of 2022, crypto-related brands shelled out $223 million on ads in the U.S., up 150% from $89 million for all of last year, according to MediaRadar. Few were as aggressive as Crypto.com, which said in late 2021 it was committing $100 million to an ad campaign that would feature Matt Damon and run across 20 countries. The company is an official sponsor of the 2022 World Cup taking place in Qatar.

What the crypto industry giveth, it can taketh away.

The stunning collapse this month of cryptocurrency exchange FTX and founder Sam Bankman-Fried’s broader empire spells further trouble for ad-supported media businesses that had come to see crypto as a new growth engine with money to burn. And FTX is far from the only problem, as the contagion has been spreading for months.

Coinbase has lost over 80% of its value and the company cut 18% of its staff in June, when CEO Brian Armstrong admitted the business grew too quickly and stressed “the need to manage expenses.” Crypto.com has reportedly cut 40% of its workforce, eToro downsized by 10% and in July canceled a planned merger with a special purpose acquisition company, and BlockFi just declared bankruptcy.

“Crypto winter is a crypto advertising winter,” said Grant Harbin, CEO of performance marketing firm Headlight, which has worked with companies in the industry. “There’s probably very little consideration on scaling advertising budgets right now.”

In the third quarter of this year, the top crypto advertisers spent just $35 million on ads, according to MediaRadar, an 80% drop from the first quarter, which got a huge boost from the country’s single biggest sporting event — the Super Bowl.

The pullback in spending, which is expected to intensify given the industry’s deepening turmoil, is notable as ad-based companies face broader challenges from soaring inflation and fears of a recession. But while crypto represented a promising area for growth, it still makes up a tiny portion of the overall ad market.

Companies overall are expected to spend almost $89 billion on TV ads this year, across linear programming and connected devices, and close to $250 billion on digital ads, according to Insider Intelligence.

Blockchain holds a lot of promise, but most of it is speculative, says Fmr. FDIC Chair Sheila Bair

Facebook (including Instagram), Snap, Twitter and TikTok combined are expected to pull in $57.1 million in ads from crypto exchanges this year, according to SensorTower. That’s about even with 2021 figures, though almost all of the spending last year was on Facebook and Instagram.

In Alphabet‘s third-quarter earnings call last month, the company blamed a slowdown in revenue growth in part on reduced ad spending by cypto companies and other financial firms. Google’s sales growth was the slowest for any period since 2013, other than one quarter during the Covid pandemic.

The spending roller coaster

SensorTower data shows a big spike in crypto ad spending on digital media around October and November of last year, as prices were peaking, and a steep drop after the first quarter of this year. In April, the crypto sell-off began in earnest, with bitcoin and ether each losing well over half their value over the next three months.

The Super Bowl created a spending splurge that the industry may never see again. A 30-second spot during the NFL’s grand finale in February cost an average of $6.5 million, and crypto was a huge theme.

Coinbase, Crypto.com, eToro and FTX spent a combined $54 million on Super Bowl ads, according to MediaRadar. Coinbase aired a 60-second commercial showing a bouncing QR code that, once scanned, led to a promotion offering $15 worth of free bitcoin to new users. FTX signed up Larry David for an ad, urging viewers not to miss out on crypto and declaring NFTs “the next big thing.” A version of “Fly Me to the Moon” played during eToro’s commercial.

Promotional costs weren’t limited to airtime.

In 2021, Crypto.com paid $700 million to put its name on the home of the Los Angeles Lakers for the next 20 years. FTX signed a 19-year deal worth $135 million with the NBA’s Miami Heat for naming rights to the team’s arena, partnered with the NBA’s Golden State Warriors and had its logo placed on uniforms worn by Major League Baseball umpires.

Miami-Dade County is now trying to get the FTX named scrubbed from the arena. Miami has become a major hub for the crypto industry, and in September FTX moved its U.S. headquarters there from Chicago. The company spread its wings in the city, sponsoring a three-day crypto weekend in May on South Beach called “FTX Off the Grid.”

Jordan Levy, a Miami-based venture capitalist, said that while other crypto companies have advertised in the city, FTX was on another level.

“None of them have as significant of a presence in Miami as Bankman-Fried and FTX,” said the managing partner of SBNY, formerly SoftBank New York. “They’ve tried to do some guerrilla marketing stuff that put them on the top of the food chain from perception perspective.”

The money FTX was spending now presumably goes to zero. According to SensorTower, the company’s online ad spending quadrupled this year to $13.3 million, with roughly half of that coming in the first quarter.

Crypto.com’s online ad spending plummeted from about $16.2 million in the first quarter to $1.6 million in the third, SensorTower said. And Gemini, the exchange owned by the Winklevoss twins, cut spending from $8.5 million the first quarter to $2,500 in the third.

Coinbase, the only major exchange that’s publicly traded in the U.S., said in its earnings report this month that its sales and marketing expense dropped 46% in the third quarter from the prior period to $76 million. The company attributed the decline to “our decision to reduce performance marketing, due to lower efficiency in this spend associated with softer crypto market conditions as well as savings associated with our headcount reduction.”

Coinbase didn’t respond to a request for comment.

A Crypto.com spokesperson said via email that the company’s $100 million campaign ran from October 2021 through February 2022. Since then, “we ran additional advertising as part of our marketing strategy, and we continue to focus on our global brand and sports partnerships,” the spokesperson said. That includes sponsorship of the World Cup.

Brad Michelson, eToro’s U.S. head of marketing, said the Israel-based investment platform will “actively adjust spend based on performance,” and plans to continue building its brand in the U.S.

“It’s no secret that the markets are in a pull-back phase, and our budgets are being reallocated accordingly,” Michelson told CNBC in a statement.

The crypto market has suffered downturns in the past, only to bounce back and attract even greater sums of cash and new entrants.

Joseph Panzarella, director of digital media and marketing at the Yeshiva University’s Katz School of Science and Health, said that even if the market starts recovering, the high-profile scandals of 2022 will force companies to take a more serious approach when promoting their offerings.

“What they came out with was like, ‘Hey, we’re going to stick it to the Fed,'” Panzarella said, referring to the industry’s focus on decentralization and its ability to function without the heavy hand of government. “I guess they have to eat a little crow and say something like, ‘Hey, we are now we’re now [open to] being regulated.'”

WATCH: FTX’s bankruptcy puts increased pressure on the ad market

FTX's bankruptcy puts increased pressure on the ad market

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Over $50 billion in under 24 hours: Why Big Tech is doubling down on investing in India

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Over  billion in under 24 hours: Why Big Tech is doubling down on investing in India

A slogan related to Artificial Intelligence (AI) is displayed on a screen in Intel pavilion, during the 54th annual meeting of the World Economic Forum in Davos, Switzerland, January 16, 2024. 

Denis Balibouse | Reuters

Big Tech is doubling down on investing billions in India, drawn by its abundance of resources for building data centers, a large talent and digital user pool, and market opportunity.

In under 24 hours, Microsoft and Amazon pledged more than $50 billion toward India’s cloud and AI infrastructure, while Intel on Monday announced plans to make chips in the country to capitalize on its growing PC demand and speedy AI adoption.

While India trails the U.S. and China in the race to develop a native AI foundational model, and lacks a large domestic AI infrastructure company, it wants to leverage its expertise in the information technology sector to create and deploy AI applications at enterprise level, also offering Big Tech companies a huge opportunity.

Having a model or computing is not enough for any enterprise to use AI effectively, and it requires companies making application layer and a large talent pool to deploy them, S. Krishnan, secretary at India’s Ministry of Electronics and Information Technology, told CNBC.

Stanford University ranks India among the top four countries along with the U.S., China and the UK in the global and national AI vibrancy ranking. GitHub, a community of developers, has ranked India at the top with the global share of 24% of all projects.

India’s opportunity lies more in “developing applications” which will be used to drive revenues for AI companies, Krishnan said.

On Tuesday, Microsoft announced $17.5 billion in investment in the country, spread over 4 years, aimed at expanding hyperscale infrastructure, embedding AI into national platforms, and advancing workforce readiness.

“This scale of capex gives Microsoft first‑mover advantage in GPU‑rich data centers while making Azure the preferred platform for India’s AI workloads, as well as deepening alignment with the government’s AI public infrastructure push,” said Tarun Pathak, research Director at Counterpoint Research. 

Amazon on Wednesday announced plans to invest over $35 billion, on top of the $40 billion it has already invested in the country.

Over the past few months, AI and tech majors such as OpenAI, Google, and Perplexity have offered their tools for free to millions in India, with Google also firming up its plans to invest $15 billion toward building data center capacity for a new AI hub in southern India.

“India combines a huge digital user base, rapidly growing cloud and AI demand, and a high-talent IT ecosystem that can build and consume AI at scale, making it more than just a market for users and instead a core engineering and deployment hub,” Pathak said.

Data center opportunity

India has several advantages when it comes to building data centers. Markets such as Japan, Australia, China and Singapore in the Asia Pacific region have matured. Singapore, one of the oldest data center hubs in the region, has limited room to deploy large-scale data centers due to land availability issues.

India has abundant space for large-scale data center developments. When compared with data center hubs in Europe, power costs in India are relatively low. Coupled with India’s growing renewable energy capacity — critical for power-hungry data centers — and the economics begin to look compelling.

Local demand, fueled by the rise of e-commerce — a major driver of data center growth in recent years — and potential new rules for storing social media data, strengthens the case.

Put simply: India is entering a sweet spot where global cloud providers, AI players, and domestic digitalization all converge to create one of the world’s hottest data center markets.

“India is a pivotal market and one of the fastest‑growing regions for AI spending in Asia Pacific,” said Deepika Giri, associate vice president and head of research, big data & AI, at International Data Corporation.

“A major gap, and therefore a significant opportunity, lies in the shortage of suitable compute infrastructure for running AI models,” she added. Big Tech is looking to capitalize on the infrastructure opportunity in India by investing heavily in the cloud and data center space.

Global companies are expanding capacities closer to service bases in IT cities such as Bangalore, Hyderabad and Pune from traditional centers like Mumbai and Chennai which are closer to landing cables, as they build data centers in India for the world, Krishnan said.

— CNBC’s Dylan Butts, Amitoj Singh contributed to this report. 

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Nvidia supplier SK Hynix eyes U.S. listing as it expands on the AI boom

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Nvidia supplier SK Hynix eyes U.S. listing as it expands on the AI boom

Illustration of the SK Hynix company logo seen displayed on a smartphone screen.

Sopa Images | Lightrocket | Getty Images

South Korea’s SK Hynix on Wednesday confirmed that it is weighing a U.S. listing as the memory chipmaker’s valuation soars on global demand for artificial intelligence hardware.

The company at the center of the AI infrastructure boom said in a regulatory filing that it was “reviewing various measures to enhance corporate value, including a U.S. stock market listing utilizing treasury shares,” while noting that no final decision has been made.

A U.S. listing would give American investors direct access to SK Hynix shares, which have surged nearly 230% so far this year in trading in Seoul on the back of strong AI demand. 

The Korea Exchange on Tuesday asked SK Hynix to address a Korea Economic Daily report that the company had received proposals to list about 2.4% of its shares as American depositary receipts (ADRs) backed by treasury stock.

ADRs are tradable certificates issued by U.S. banks that represent shares in a foreign company. While they tend to trade with lower liquidity than a full U.S. listing, which can deter some investors, ADRs use existing shares rather than new stock, preserving value for existing shareholders.

SK Hynix holds treasury shares equivalent to about 2.4% of its issued stock, according to the company’s investor relations website.

Shares of SK Hynix rose 4% on Wednesday following its statement, before paring gains on Thursday, trading over 2% lower.

The company has cemented its lead in high-bandwidth memory chips, which are used in Nvidia’s AI processors. 

A U.S. listing could help narrow valuation gaps between the company and U.S.-listed memory rival Micron Technology, as well as Samsung Electronics

SK Hynix has also been committing significant capital at home and abroad to expand its supply capacity, as it races to keep up with growing AI demand. 

The firm has committed nearly $4 billion to an advanced packaging fab in Indiana, aligning with Washington’s aim to expand domestic chip production. 

SK Hynix is also set to benefit from the government’s growing support of the local semiconductor industry. 

South Korea is considering building a 4.5 trillion won ($3.06 billion) foundry, funded by state and private capital to nurture local chipmakers amid growing demand for AI chips, according to a Reuters report on Wednesday. 

The report added that South Korean President Lee Jae Myung met with executives from chipmakers, including Samsung Electronics and SK Hynix, on the same day to discuss plans to maintain the country’s lead in memory chips and support its local chip manufacturing.

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CNBC Daily Open: Investors find cheer amid Fed’s hawkish cut

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CNBC Daily Open: Investors find cheer amid Fed's hawkish cut

Federal Reserve Chair Jerome Powell reacts while speaking during a press conference following the Federal Open Markets Committee meeting at the Federal Reserve on Dec. 10, 2025 in Washington, DC.

Chip Somodevilla | Getty Images

It ended up being a “hawkish cut,” as expected. Still, investors managed to find a few gifts tucked between the lumps of coal.

Even though the U.S. Federal Reserve lowered interest rates on Wednesday stateside, two regional bank presidents — Jeffrey Schmid of Kansas City and Austan Goolsbee of Chicago — wanted rates to stand pat.

Their cautioned was echoed in the Fed’s “dot plot” of rate projection, which showed officials penciling in just one cut in 2026 and another for 2027.

Even the Fed’s rate statement was repurposed from the December 2024 meeting, which ushered in a nine-month period without cuts until September this year.

Why, then, did U.S. markets rise after the meeting?

The biggest surprise was the Fed’s announcement that it would begin purchasing $40 billion in Treasury bills, starting Friday. That move increases the money supply in the economy. In other words, it’s a stealthy way to ease conditions, which helps support financial markets.

Next, Chair Jerome Powell dismissed speculation about future hikes.

“I don’t think that a rate hike … is anybody’s base case at this point,” Powell said. “I’m not hearing that.”

Fed officials also see the U.S economy as remaining resilient. Collectively, they increased their forecast for economic expansion in 2026 to 2.3% from an earlier estimate of 1.8% in September.

“We have an extraordinary economy,” said Powell.

And the markets may be setting up for an extraordinary finish to the year.

“The last interest rate decision of 2025 has essentially paved the way for a Santa Claus rally to end the year, and the S&P 500 is poised to exceed the 7,000 milestone in the next few weeks,” said José Torres, senior economist at Interactive Brokers.

For investors, that would count as a very decent Christmas surprise.

— CNBC’s Jeff Cox contributed to this report.

What you need to know today

And finally…

U.S. President Donald Trump delivers remarks on the U.S. economy and affordability at the Mount Airy Casino Resort in Mount Pocono, Pennsylvania, U.S. Dec. 9, 2025.

Jonathan Ernst | Reuters

Trump slams European leaders as ‘weak’ — just as they’re trying to impress him

U.S. President Donald Trump has once again provoked outrage among his European allies, describing them as “weak” in an interview with Politico published Tuesday. Criticizing the region’s response to the war in Ukraine, Trump said: “I think they don’t know what to do.”

That comment will be jarring for Europe after its efforts to support Ukraine — efforts which Trump has frequently downplayed. Instead, Europe has had to watch on as U.S. officials have held talks with their Russian and Ukrainian counterparts on a draft peace plan for Ukraine, without a seat at the table. 

— Holly Ellyatt

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