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
