Digital Advertising for CannabisDespite the recent widening of cannabis legalization in the United States, the cannabis industry still faces resistance. Marijuana has not been legalized at the federal level, leaving States to create laws to govern their respective spheres within the industry.

The cannabis industry’s recent growth has turned consumers’ heads, as well as those of producers in need of a profitable market. Last year, total legal cannabis sales were projected to increase from $6B in 2016 to $50B by 2026. In comparison, total illicit sales of cannabis were projected to decrease from $25B in 2016 to less than $1B in 2026. (Statista)

In June 2022, MJBiz predicted that U.S. medical and recreational cannabis sales have the potential to reach $33 billion by the end of the year as a result of new adult-use markets opening to the public. In addition, retail cannabis sales are heading toward a record-breaking $52.6 billion in sales by 2026. (MJBizDaily)

CBD and cannabis are among the world’s most competitive and rapidly growing industries. So, CBD and cannabis brands are scrambling to find the best tools to stay ahead of competition. Read on to learn more about the best digital advertising tools for cannabis brands in 2022.

SEO Optimization
Every cannabis brand should incorporate search engine optimization – or SEO – into its online advertising campaigns. Luckily, abundant SEO services specialize in cannabis and cannabis-related products to help brands boost their presence. In turn, these services also help increase website traffic in organic searches.

Programmatic Advertising: Premium Display
Agencies like So2 employ multiple demand-side platforms (DSP). These platforms conduct and oversee automated bidding on ad inventories across premium ad networks pre-qualified with approved inventory for cannabis, hemp and CBD. Your agency can then fine-tune display campaigns to ensure ads appear on the highest-quality sites based on your target list.

Digital Audio Ads
Digital audio advertising uses voices and sounds to generate emotion. It’s the personal experience that allows listeners to visualize themselves engaging with the product or service, and apply it to their lives. In addition, audio advertising enables advertisers to customize, resonate with unique audiences, and inspire brand engagement.

Connected TV Ads
Over-the-top (OTT) refers to the delivery of film and TV content streamed directly over the internet to a connected device. This method bypasses the need for viewers to subscribe to a traditional cable or satellite package.

Targeted Email
Targeted email marketing involves sending specifically-targeted and personalized email campaigns to subscribers based on segmented characteristics, like profile data, behavior, location, etc.

A brand’s ability to effectively convey its message is one of the most crucial components of getting the cannabis industry into the mainstream. Brands should connect with their target audience to catch enough of their interest so they want to return repeatedly to learn more. What exactly does this mean? It means creating promotional material that your target audience can relate to.

Successful promotional material looks like it wants to be there, not like it has to. And, since there are so many restrictions on the methods cannabis brands can use to sell their products, brands must be sure retailers are genuinely excited about promoting their products. So, if you tell an appealing and consistent story across your channels, it will contribute to the word-of-mouth promotion your brand needs to succeed!

This is the second post in our series about the cannabis industry. Click here to read the previous post.