Variety of high-end cannabis products on a yellow background
By Aubrey Lehrmann Feb 10 2020 Blog

3 Tips for Cannabis and CBD Advertisers

Can you smell that? Smells like… change. As of January 2020, 33 states have legalized medicinal marijuana use, and 11 have approved recreational sales.

The cannabis industry is growing rapidly, with states across the country rolling out new regulations every week. No one is shying away from the massive economic opportunity available in this vertical, but evolving legislation and geographic nuances make cannabis advertising daunting for even the most seasoned media planners.

Luckily, there are ways to get ahead before even starting a campaign. Cover all your bases with our top three tips for cannabis marketers:

  1. Partner with Subject Matter Experts

Because Cannabis is an ever-changing space, ongoing education is critical for agencies and brands. With new regulations appearing every week, advertisers must stay up-to-date in order to not be left behind.

To support our clients in this dynamic space, Centro maintains teams of subject matter experts who are dedicated to supporting our cannabis clients as they become industry frontrunners. For example:

  • Our Basis Publisher team maintains active lists of cannabis-friendly sites and exchanges,
  • The Basis PMP team proactively seeks out new private marketplace (PMP) deals for the cannabis vertical, and
  • The Centro Analytical Operations team vets data partners who offer cannabis targeting.
  1. Leverage Premium Inventories

Finding quality traffic for cannabis and CBD ads will continue to challenge advertisers. Publishers often blacklist cannabis and CBD ads as a default, which means that quality ad space is not a given.

Without access to vetted publishers, your ad campaign is compromised before it begins. That’s why in this vertical, it’s even more important to ensure that your DSP provides premium, cannabis-friendly inventory.

Basis provides this inventory at scale. Our integration with CannaVu’s ad exchange is one way Centro clients can access the largest ad marketplace for curated, compliant advertising opportunities for cannabis and CBD marketers.

  1. Choose the #1 Rated Programmatic Marketing Platform

The opportunity in cannabis advertising means that a variety of new media platforms have popped up to meet growing demand. Choose a platform with proven impact to best serve your growing business!

An established platform like Basis can support a business through each phase of its growth—from start-up, to scaling and expansion, to maturity. Over $1BN of media has already run through Basis, and our team is nimble enough to meet the unique needs of the evolving cannabis vertical.

Check these three boxes and you’ll be well on your way to a good trip. Curious about cannabis or CBD advertising with Centro? Contact info@centro.net to learn more.

Sources:
https://www.adweek.com/creativity/the-best-cannabis-marketing-campaigns-of-2019/
https://www.centro.net/news/streetfight-centro-teams-with-cannavu-geo-targeting-cannabis
https://www.adweek.com/programmatic/toasted-collective-is-bringing-programmatic-advertising-to-the-cannabis-industry/