More and more states are starting to legalize medical and recreational use of cannabis, which has led to the rise of cannabis and CBD marketing campaigns. Cannabis and CBD campaigns with BRIDGE allow you to reach real, verified people in a compliant way. 

The cannabis industry is worth $61 billion and nationwide cannabis sales increased 67% in 2020.

Let’s dive into this new emerging advertising landscape.

What is the Difference between Cannabis(THC) and CBD?

Before we get started, let’s break down the difference between cannabidiol (CBD) and tetrahydrocannabinol (THC). 

THC, when ingested or smoked, causes a high, euphoric feeling that is typically associated with marijuana. However, while both are produced by the same cannabis plant, CBD is non-psychoactive which has allowed it to be legalized and more widely available in local markets. 

The CBD market is already huge and is growing rapidly thanks to increasing acceptance by consumers, continued research into its benefits, and favorable legislation like the federal Farm Bill of 2018. 

CBD is one of the most profitable product categories in the industry and is on track to harvest a generous $16.32 billion in the United States by 2026. Major online advertising channels like Google and Facebook restrict CBD advertising, but many online digital advertising opportunities for brands remain on display, native, influencer marketing, and podcasts.

As one of the fastest-growing trends in consumer goods, it’s difficult to ignore the growing presence of cannabidiol (CBD).

The Current Status of Cannabis and CBD Campaigns

In 2020, legal cannabis remained the fastest-growing industry in the United States, while digital marketing saw an increase of 10.4% for programmatic ad spend, indicating that the future of cannabis marketing is digital. 

Since over half of digital advertising dollars are spent through Facebook and Google (neither of which accept or host any cannabis-related marketing), there is a common false belief amongst marketers that digital advertising is not available for Cannabis and CBD.

However, all hope is not lost. Many mainstream publishers are willing to accept Cannabis and CBD ads, including huge brands like Huffington Post, Politico, Barstool Sports, Complex, and USA Today. Additionally, newer digital ad formats have also become available such as radio ads via iHeartRadio and Connected TV ads via Roku and Hulu.

Why Digital for Cannabis and CBD Campaigns?

Digital advertising provides an ideal medium for compliant Cannabis and CBD advertising because modern ad targeting technology can leverage known user data to display ads directly to appropriate audiences–individuals who are of legal age in areas where cannabis is legal. Recent strategic alliances formed to expand the cannabis advertising space have also resulted in the building of custom online audiences featuring known cannabis and CBD consumers.

With digital advertising powered by consumer audience data, you can target your ads to any cannabis shopper who visited your website, your competitor’s store location or website, and more. Digital allows you to reach real people with the highest propensity to buy your product on the channels they frequent most: social media, connected TV, radio, and more. You can also target your ads to consumers in specific zip codes, states, or geographic regions.  

While there are still plenty of regulatory hurdles for cannabis advertisers to clear, it is apparent that digital advertising is the most effective solution to reach real people in a compliant way. So how can marketers learn more about the options already available and launch a campaign? 

That’s where BRIDGE comes in.

Benefits of Digital Cannabis and CBD Campaigns with BRIDGE

1. Connect With Real People
Your campaign starts with an audience of REAL people who can be legally targeted. Because we can link online data to offline data at the individual level, we can ensure your cannabis and CBD ads are only reaching your target audience — and no one else.

2. Reach Your Target Audience in a Compliant Way
We will help you deliver your message to REAL people in a compliant way on a wide variety of general interest sites outside the cannabis vertical and on a number of channels: web & mobile display, mobile in-app display pre-roll video display (web & mobile), and CTV. Your ads will only run in states where cannabis is legal and will only be shown to people who are of legal age to purchase and consume cannabis or CBD. Serving only to adults is a major part of our solution. All creative content is audited to be in line with local regulations.

3. People-Based Reporting & Attribution
You will have full transparency into your cannabis or CBD campaign performance so you know you’re making the most of every ad dollar spent and allowing you to make informed decisions about your campaign.

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Isabella Aslarona

Author Isabella Aslarona

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