Cannabis brands will not only be competing with each other for ad space, but with some of the world’s most established traditional brands.
Now is the time for cannabis brands to be proactive in planning for the 2020 holiday season. Holiday shopping has been shifting online over the past few years, but the pandemic has left all brands with no choice but to migrate the majority of sales and advertising to the internet. And consumers are already aligned. eMarketer reported that over 80% of 26-38-year-olds already planned on doing the majority of their holiday shopping online this year.
Cannabis brands will not only be competing with each other for ad space but with some of the world’s most established traditional brands boasting multi-million dollar budgets. With a well-planned promotional strategy targeting the right audiences, you’ll set yourself up for success this holiday season. Here are some best practices to get you there.
Cannabis brands have historically been restricted in their digital advertising capabilities, but programmatic serves as a scalable solution. With much room for creativity and sophisticated targeting across both endemic and non-endemic sites, programmatic advertising can help you reach your ideal holiday audience through the wide variety of high-impact placements and quality inventory. Offering a full-funnel opportunity to build brand awareness, maximize budgets and drive sales revenue, programmatic advertising is key to jump-starting your holiday campaigns.
Due to current shipping delays nationwide, consumers are likely to begin shopping online earlier than usual this year. Another reason is that by increasing ad spend in the earlier part of your strategy, you will benefit from accumulating a larger retargeting pool to drive conversions during peak holiday shopping times. Retargeting is essential for driving sales from existing customers and driving brand awareness for converting new customers during the holidays.