SCREEN TIME FOR YOUR CANNABIS BRAND: What Cannabis Brands and Dispensaries Should Know about Programmatic Digital Out-of-Home Advertising
In the world of advertising, cannabis brands and dispensaries face unique challenges. They are operating in a heavily regulated industry that is still shrouded in stigma, and their marketing efforts must be carefully crafted to avoid running afoul of laws and regulations. One advertising channel that is becoming increasingly popular among cannabis brands and dispensaries is programmatic digital out-of-home (PDOOH) advertising. In this blog post, we will explore what PDOOH advertising is, how it works, and why it can be a valuable tool for cannabis brands and dispensaries.
What is Programmatic Digital Out-of-Home Advertising?PDOOH advertising is a way to target and display digital ads on out-of-home screens in real-time. PDOOH screens include any kind of digital screen that is placed in public locations, such as bars, restaurants, grocery stores, taxis, health clubs and gas stations. PDOOH advertising allows advertisers to target specific locations and audiences at specific times, using data to optimize the effectiveness of their campaigns.
How Does Programmatic Digital Out-of-Home Advertising Work?PDOOH advertising uses real-time bidding (RTB) to display ads on PDOOH screens. Advertisers use a demand-side platform (DSP) to bid on ad space on PDOOH screens in real-time. The ad space is auctioned off in milliseconds, with the highest bidder getting their ad displayed on the screen. The DSP uses data to target specific locations and audiences, and to optimize the effectiveness of the ad.
Why Programmatic Digital Out-of-Home Advertising is Valuable for Cannabis Brands and DispensariesWhile a digital marketing strategy could include paid online advertising, SEO, social media, and brand marketing, there are few benefits of Programmatic Digital Out of Home Advertising.
Targeted AdvertisingPDOOH advertising allows cannabis brands and dispensaries to target specific locations and audiences at specific times. This means that they can reach people who are in the vicinity of their dispensary or who are likely to be interested in their products. For example, a dispensary could use PDOOH advertising to display ads for their products in the area around their store during rush hour or in the evening when people are more likely to be out shopping.
ComplianceCannabis brands and dispensaries face strict regulations when it comes to advertising. PDOOH advertising can help them stay compliant by allowing them to target audiences that are 21 and over. They can also use data to ensure that their ads are not displayed near schools or other sensitive locations.
Cost-EffectivePDOOH advertising can be a cost-effective way for cannabis brands and dispensaries to advertise. It allows them to target specific audiences and locations, ensuring that their ads are displayed to the right people at the right time. This means that they can avoid wasting money on ads that are not effective.
4. Brand BuildingPDOOH advertising can be a powerful tool for building a cannabis brand. It allows brands and dispensaries to display their ads on high-impact screens in public locations, increasing their visibility and creating brand awareness.
Best Practices for Programmatic Digital Out-of-Home AdvertisingHere are three key steps for cannabis brands and dispensaries looking to get started with PDOOH advertising:
Know Your AudienceUse data to understand your audience and target your ads accordingly. PDOOH advertising allows you to target specific locations and audiences, so use this to your advantage.
Use High-Impact CreativeThe screens used in PDOOH advertising are high-impact, so make sure that your creative is eye-catching and attention-grabbing. Use high-quality images and video along with engaging messaging to capture people's attention.
Test and OptimizeUse data to test and optimize your campaigns. Experiment with different locations, times, and messaging to see what works best. Consult with the top cannabis marketing consultants to help you collect data to test and optimize for the best ROI.
Partner with PDOOH Advertising Experts If you're looking for help with your cannabis marketing strategy, ZMA Cannabis Marketing can help. Contact Rich Zeldes today (Rich@ZMACannabisMarketing.com) to learn more about our marketing services and how we can help you stand out and attract more customers.