Month: August 2023

Cannabis, for the most part, is hyper local. Usually – advertisers locally can leverage local television buys to reach homeowners in their local market. Given compliance concerns federal compliance for advertising, markets with liberal advertising policies cannot support traditional TV advertising for Cannabis. In comes Connected television (CTV.) CTV has emerged as a powerful tool for marketers, allowing them to reach a wider audience and deliver targeted messages on television, mobile and essentially all smart devices. This blog will delve into how connected television advertising can benefit cannabis marketers, enabling them to connect with their audience in new and innovative ways.

What is Connected Television (CTV)? Connected television, often referred to as CTV, is a type of television that is connected to the internet, allowing users to access streaming services like Roku, Hulu, and AppleTV directly on their TV screens. This technology has become increasingly popular as people seek convenient ways to consume content on larger screens. CTV offers a bridge between traditional television and online streaming, creating exciting opportunities for advertisers, including those in the cannabis industry.

Benefits for Cannabis Marketers:

• Precise Targeting: Connected television advertising provides cannabis marketers with the ability to target specific demographics and audiences. This means that marketers can tailor their messages to reach the right people at the right time. For example, cannabis companies can target adults of legal age who have shown an interest in wellness, alternative medicine, or related products.
• Enhanced Engagement: CTV allows for interactive and engaging advertisements. Marketers can create captivating videos, animations, and interactive features that can capture the audience’s attention and encourage them to learn more about the product or brand. This can be particularly useful for cannabis companies looking to educate consumers about their products and their benefits. This is an area that display advertising lacks with respect to storytelling in digital media.
  
• Measurable Results: Unlike traditional TV advertising, connected television advertising provides detailed analytics and insights. Marketers can track metrics such as views, clicks, and conversions, helping them understand the effectiveness of their campaigns. This data-driven approach enables cannabis marketers to refine their strategies and optimize their advertising efforts for better results.
  • Depending on the device type and publisher – revenue tracking is a possibility. We like to tell clients that this channel is focused on user growth and brand awareness – this should be a part of your marketing strategy that focuses on awareness and consideration more so than “conversion.” 

• Flexibility and Cost-Effectiveness: CTV advertising offers flexibility in terms of budget and campaign duration. Cannabis marketers can adjust their spending based on performance and allocate resources more efficiently. Additionally, CTV advertising can often be more cost-effective than traditional television advertising, allowing cannabis companies to reach their target audience without breaking the bank.
• Compliance and Regulation: The cannabis industry operates within a complex regulatory environment. Connected television advertising provides a controlled platform where cannabis marketers can ensure that their advertisements comply with legal and industry-specific guidelines. This helps companies avoid potential legal issues while still reaching their intended audience through a medium not regularly leveraged by Cannabis advertisers. 

Conclusion

Connected television advertising is opening different doors for cannabis marketers to connect with their audience in a meaningful and engaging way. The precise targeting, interactive features, measurable results, flexibility, and compliance advantages make CTV an attractive option for cannabis companies looking to promote their products and educate the public. 

As technology continues to advance, it’s important for cannabis marketers to embrace innovative methods like connected television advertising to stay competitive in the evolving landscape of advertising and reach their business goals.

Want to see about getting your brand on Connected Television Ads? Reach out to sales@safe-reach.com 

Most established cannabis brands and retailers are buying or exploring some aspect of programmatic advertising as a means for compliant reach to new customers online. While many agencies exist and offer this service, the type of websites or apps you purchase ad space on will directly impact your success with your ads.

Spending too much on ads and engagement becomes a negative ROI event, spend too little and you risk running into quality issues with respect to who sees your ads. 

Lately – the world of MFA websites or “Made For Advertising” websites has become the topic of much conversation as to whether or not these sites should be included in programmatic ad buys. 

These platforms are designed with the primary goal of hosting ads and generating revenue through clicks and impressions. However, their impact on programmatic ad campaigns, particularly for cannabis advertisers, comes with a mixed bag of advantages and challenges.

These sites often consist of low-quality content and are structured to drive user engagement toward the displayed ads. MFA websites can encompass a wide range of niches, from health and lifestyle to news and entertainment. Their content tends to be lightweight, designed primarily to lure users into clicking on ads, hence maximizing revenue for the site owner.

Below we look at the debate on the pros and cons of MFA websites in your programmatic ad campaign. 

Positive Impacts on Cannabis Ad Campaigns

• Broader Reach: MFA websites usually have a substantial reach due to their focus on attracting diverse audiences. This can be advantageous for cannabis advertisers aiming to increase their brand visibility across various demographics.
• Cost Efficiency: Advertising on MFA websites can often be more cost-effective than premium placements on high-traffic platforms. This allows cannabis advertisers to stretch their advertising budget further.
• Quick Campaign Deployment: MFA websites generally have simplified approval processes and quicker campaign deployment timelines, enabling cannabis advertisers to swiftly adapt to market changes.

Negative Impacts on Cannabis Ad Campaigns

• Quality Concerns: MFA websites are notorious for hosting low-quality and often misleading content. Associating with such platforms might inadvertently impact the reputation of cannabis advertisers, potentially raising concerns among their target audience.
• Relevance and Targeting Issues: The content on MFA websites might not align with the interests of the cannabis audience, leading to inefficient targeting. Advertisers might struggle to effectively reach users who are genuinely interested in their products.
• Risk of Ad Fraud: MFA websites are sometimes vulnerable to ad fraud practices, including click fraud and impression fraud. This can drain advertising budgets and yield poor returns on investment for cannabis advertisers.

Navigating the Landscape

For cannabis advertisers considering utilizing MFA websites, a balanced approach is vital. Careful consideration should be given to the quality of the website, its audience alignment, and the associated risks. Leveraging MFA websites as part of a broader advertising strategy, rather than relying solely on them, can help mitigate potential drawbacks.

In conclusion, MFA websites offer both advantages and challenges for cannabis advertisers looking to enhance their programmatic ad campaigns. While the potential for broader reach and cost efficiency exists, advertisers must be mindful of the quality and alignment of these platforms with their brand image and legal requirements. 

Striking a strategic balance between MFA websites and other advertising avenues will be the key to maximizing the impact of ad campaigns while minimizing risks.