Beyond Billboards: Why Cannabis Brands Need Trackable Advertising
Just like with any other business, your cannabis brand needs to understand customer behavior, track sales trends, and make educated decisions related to business growth. Trackable advertising, including display ads and OTT, are how you can make that happen.
The Advantages
To follow are a few of the advantages that come along with tracking your advertising efforts:
Precise Audience Targeting
With display ads and OTT, you’re able to target specific traits of your audience, including demographics, behaviors, interests, and much more. Getting down to the nitty-gritty with targeting and knowing the most specific information about your audience allows you to refine your message so it reaches just the right people at just the right time, giving you the highest chance for success. You maximize your marketing efforts and minimize waste. Win/win!
Better Engagement
Viewers of display ads and OTT ads are typically highly engaged, which is invaluable for a marketer. These people are actively choosing the content they want to consume, which places your ad in the context of something they sought out. This, combined with the robust targeting capabilities of OTT, makes the audience more responsive to your ad. It also helps them remember your ad better (and increase awareness for your brand in general).
Insights Driven by Data
Trackable data provides useful insights that help you gain a better understanding of your audience and, therefore, advertise to them more effectively. The data allows you to keep an eye on what works and what doesn’t in terms of your audience’s engagement, and tailor your campaign(s) accordingly.
Cost-Effectiveness
Without spending an arm and a leg, you can reach wide audiences that will respond to your ads (and eventually your products/services). This is why display ads and OTT ads are great options for small businesses and/or startups!
The Why Of It All
If you’re not already convinced, here are a handful of great reasons why your cannabis brand should be utilizing trackable ads:
Increase Brand Visibility
Using display and OTT ads lets you flex your creative muscles, creating ads that are visually appealing and enjoyable for your audience to interact with. Being able to capture people’s attention with content that tells your brand’s story is important in the cannabis sphere.
Meet the Cord-Cutters Where They Are
How many households do you know that still pay for cable TV? The chances are – not very many. OTT advertisers reach the cord-cutters and show them ads for things they’re interested in, whenever and wherever they’re watching TV shows and movies.
Manage Ad Frequency
There’s nothing more irritating to a potential customer than being force-fed your ad over and over again. It puts people off and makes them not want to buy from you! Trackable advertising lets you control ad frequency so your audience isn’t being overwhelmed or experiencing ad fatigue with your content.
Get Ahead of the Competition
Many cannabis brands haven’t caught onto the goldmine that is display/OTT ads yet. When you utilize trackable ads, you’re one step ahead of your competitors.
Mobile Engagement
So many people spend most of their time consuming media on their mobile devices these days. Even if your audience is on a smartphone or tablet, your messaging can meet them there.
A/B Testing
By using the A/B testing capabilities that come along with display ads and OTT advertising, you can experiment with a variety of messaging to find out what your audience gravitates towards and engages with the most.
Geotargeting Potential
You can tailor your brand’s ads so they go live in specific regions, down to cities or even neighborhoods. For example, if you know a nearby coffee shop might be popular among cannabis consumers or canna-curious people, you can geotarget the coffee shop to deliver ads for your dispensary to anyone who visits the coffee shop.
Retargeting Potential
If someone has interacted with one of your ads in the past, trackable advertising knows this and will be able to retarget them. This increases the chances of conversion and reinforces your brand message to people who actually want to hear it.
Ready To Get Started?
Trackable advertising is something that cannabis brands should not pass up. These types of ads can benefit your business and give you the leg-up you need to get your messaging in front of the right people who can help your business succeed.
To learn more about trackable ads and get started on your next campaign, reach out to Cannabis Digital Solutions today.
