[mwill]

I would guess the ROI from their perspective is legitimization, both of their brand and of crypto in general.

Presumably the have exposure to the crypto market as a whole, I've always guessed big crypto companies doing advertising blitzes are mostly concerned with the market going up and new money entering, if it enters via them that's just a bonus?

This might be cynical, but I suspect its bigger scale version of the ads and spam for random coins, assuming the coin isn't an outright rigged scam, whoever is paying for the ads probably collects marginal fees, the real aim of the ad/spam is to hopefully increase the value of their own holdings.