The cannabidiol (CBD) market has become one of the faster growing markets in recent years. As this market continues to grow, we at LiftIntent make a strong effort to keep pace by offering CBD brands with turnkey solutions for CBD advertising.
With major advertising platforms like Facebook, Instagram, Google, Amazon, and Snapchat not allowing CBD advertisements, brands have no other choice but to find alternative ways to reach their audience.
LiftIntent offers the capabilities to advertise CBD online without directly running paid ads on these digital advertising channels. We have a list of 10 ways to advertise your CBD brand online and grow your sales.
1 – Display advertising
Easily the most recognizable type of digital ad on the web, display advertising is a staple of any online advertising campaign. Typical placement of display advertising is either on the sides or above written content. LiftIntent’s reach online is over two million sites and more than 650,000 apps. As written by MarketingLand.com, “Display advertising is a type of online advertising that comes in several forms, including banner ads, rich media, and more.”
As with all of the programmatic advertising family, real-time insights you receive from display advertising will tell you definitively what is working. These types of ads allow for flexibility in design, such as proportions. For example, 336×280 or 300×250-pixel rectangles, 300×600-pixel half-page ads, and 728×90 or 320×110-pixel banners give you options to work with. Also available is rich media, such as video, that auto-plays or starts when a mouse cursor is over it. Rich media is an easy way to capture an audience’s attention from the moment they visit a site.
If your CBD marketing goal is to build general brand awareness or sales, then it’s essential to make display advertising part of your strategy. You are capable of getting in front of thousands of potential buyers and delivering your message in a simple yet efficient manner.
2 – Native advertising
Some would argue that native advertising is the future of display advertising. Although display advertising has its place, some marketers are choosing the newer form. Both ad types are similar, except for one key difference and advantage – native ads are designed to flow with content as though the publisher intentionally placed them there. If it were not for a distinctive clue as to what makes them an ad, they would go undetected as being one. Clues such as the words “sponsored content” are what give away their identity.
How can an ad that doesn’t look like an ad be effective? The truth is, native ads get clicked on 58% more than traditional display ads. The reason they have become so popular among marketers and audiences is that they don’t appear to be ads. Ad blindness is a term to describe what site viewers experience after constant exposure to advertisements online. They become accustomed to being advertised to. A viewer goes into autopilot and ignores most ads as they browse a site.
CBD advertising can benefit from blending in with content related to health topics or general knowledge about the effects of consumption. The idea is to capture an already engaged audience while they are on a site. Programmatic advertising relies on contextual reasoning to place ads on relevant websites. By this logic, it makes sense for a CBD brand to be within content related to CBD topics.
3 – Audio – podcast advertising
Audio advertising focuses on audiences not visually engaged with the content. As the website The Drum reported, “In 2019, consumption of on-demand streams reached 611 billion in 2018, marking a 49% bump year-over-year.” There’s a growing trend of on-demand audio streaming, which means there is plenty of room for marketing.
Recently, podcasting has shown growth. According to The New York Times, “More than half the people in the United States have listened to one, and nearly one out of three people listen to at least one podcast every month.” Advertising on niche podcasts related to CBD topics is another perfect example of leveraging the trust of an established brand.
4 – Connected TV advertising
According to a Nielsen study, the average adult spends up to four hours per day watching live and/or time-shifted TV. However, emerging technologies have changed the way people view TV now. “Cord cutters” continue to abandon cable TV in favor of streaming services. Audiences are opting for when and where they demand their content. LiftIntent believes that to reach these consumers that have ditched traditional TV watching, marketers must adapt to this new landscape for their CBD advertising efforts.
Over-The-Top marketing is changing the way advertisers reach TV consumers. Although still in its infancy, OTT marketing is making it possible to reach viewers during streaming TV programming. Lower minimum spending requirements have made OTT more affordable for advertisers that couldn’t previously afford to purchase ads on broadcast or cable TV.
Precise targeting allows OTT to separate itself from other forms of video advertising. Two households could watch the same show but be served two different ads. Combining connected TV advertising with other programmatic advertising techniques also prevents ad burnout because of frequency control. You have the capability to cross-platform market and track exactly how many times an ad is displayed. Frequency limiting across multiple channels prevents viewers from being turned off from your brand.
Benefits of Connected TV:
- Precise Audience Targeting
- Frequency Control = Better Viewer Experience | Greater Cost Efficiency
- Incremental Reach
- Premium Inventory
- Measurable Impact
5 – Affiliate marketing
Affiliate marketing involves leveraging publishers to generate traffic to your website. Collaboration with well-known publishers that have high amounts of traffic to their site guarantees more exposure to your own. The agreement involves splitting the commission for each sale that completes through an affiliate link. Publishers promote your brand or products and have an external link that tracks the number of visits and purchases made through it online.
Affiliate marketing is the most passive form of marketing on this list. Nonetheless, it deserves to be on this list for its ability to earn traffic and insights into what others are saying about your brand. Blogs, in particular, provide vital feedback in the comments section. If a publisher gives a review on your product, it is almost a guarantee that a consumer or potential consumer will have an opinion. Unlike insights gathered through online measurement, customer feedback is a direct link to what consumers are saying about your brand. Information like this sometimes gets lost in the numbers.
It’s worth noting that customers who come from affiliate partners frequently present the highest potential customer lifetime value (CLV). If affiliate marketing is part of your CBD advertising strategy, it’s crucial that your customer conversion and retention strategies are exceptional.
6 – Email advertising
Email advertising is a relatively older form of advertising that is still effective. Marketers understand the importance of having a customer’s email addresses, but for a recap, I will go over why. Typically, those that give you their email address not only purchase from you, but they also trust your brand enough to keep up to date with you. Trust is a significant factor in doing business with anyone. It’s easier than ever to have an inbox full of ads and ways to get customers to purchase. It’s up to you as a business to not bombard a customer with constant marketing.
However, this is all under the assumption that your potential audience is part of your email marketing list. What if they have not given you their email address? Fortunately, LiftIntent makes it possible to get inside your target’s email inbox without needing their permission for solicitation. We make it possible to advertise inside their email inbox due to our partnership with over 2,000 premium publisher brands.
For instance, imagine a target opts in to receive emails from one of the premium publishers, such as Kohls. Now when the target opens an email from Kohl’s, a native ad displays within the content of the email.
7 – Digital Out of Home advertising
Digital Out of Home advertising, DOOH, is relatively new and has begun to make a massive impact within the marketing sphere. DOOH is advertising made in the public sphere that focuses on static, video, and interactive advertising. Common DOOH locations include:
- Retail stores
- Shopping Malls
- Arenas and stadiums
- Public transportation
- Transportation shelters
- Waiting rooms
- Bars and restaurants
- Movie theaters
Two key benefits of DOOH include non-skippable or blockable ads, unlike online advertising. Another advantage of DOOH is its utilization of programmatic advertising. This type of marketing is becoming the new industry standard – which makes sense. Consider the production costs of continuously printing, installing, and revising ads in favor of a digital billboard that is changeable in an instant.
Combining programmatic advertising with DOOH gives marketers the unique opportunity to reach targets publicly using various factors. Weather, sports, time, and other triggers collected from data can make an impact in real-time.
Imagine running a campaign within a designated location as part of your CBD marketing. High traffic areas near your chosen location can drive in-store sales more effectively than online advertising because your audience is physically near your site and don’t need to be persuaded to leave their homes. Again, it all depends on your CBD advertising campaign goals.
8 – Mobile video advertising
Reaching audiences where they are is crucial to any marketing campaign. On average, audiences spend nearly four hours daily on a mobile device. Looking at how much time adults spend on their mobile devices gives reason to use video advertising to your advantage. As Criteo describes, “A digital video ad is any ad containing a video that is delivered via an Internet network (3G, 4G, Fiber, xDSL, etc.) and displayed on an Internet-connected device (laptop, smartphone, tablet, TV).”
As consumers stay connected outside of their home, it’s ideal for reaching them wherever they travel. Video advertising is capable of being more engaging than traditional static ads. Video gives you the chance to become not only a great brand, but a great brand with a voice. Through engaging and compelling storytelling, you can better reflect what your brand stands for. At the least, present the image you intend to through your CBD advertising.
There are two forms of mobile video marketing you can use:
- In-stream – Pre, Mid, Post-roll ads play relative to their name. These types of ads play comparable to a TV ad break.
- Out-stream – These types of video ads are similar to banner display advertisements regarding placement. You can find these where a typical banner ad would be.
9 – Desktop video advertising
Similar to mobile, desktop video advertising functions in the same capacity.
Some of the key benefits of using desktop video advertising for your CBD marketing include:
- Target by viewability
- Target by viewer player size
- Create skippable and non-skippable messages
- Plan for muted and unmuted viewing
- Advertise on user-generated and professional content
Three formats exist for video advertising – Pre-roll, Interactive Pre-roll, and Skippable Pre-roll – so you can customize the execution of your ads. For instance, Pre-roll provides clickable social media links. Multiple possibilities exist for how you can choose to create your ad.
Benefits of using desktop video advertising include:
- Delivering ads before compelling video content, and the ability to copy the behavior of TV ad spots.
- Immersive, engaging viewer experience with customizable, interactive and rich media features.
- High-impact storytelling to build your brand’s voice.
10 – Venue screen jukebox advertising
The jukebox is an iconic staple for entertainment inside restaurants, bars, diners, and venues. Over the decades, jukeboxes have remained the same for the most part. However, that has changed with the introduction of venue screen jukebox advertising. In simple terms, it’s the evolution of venue entertainment. As reported by Digiday, “TouchTunes is selling ads programmatically through both private marketplaces (mostly videos priced on an effective cost-per-thousand impressions) and open exchanges.” TouchTunes is pioneering the way jukeboxes operate by displaying interactive programmatic ads between songs played. What this means is that marketers can reach audiences similar to DOOH but, instead, these audiences are more engaged.
Conventional marketing techniques are available, including video loops, display ads, and dynamic creative ads. The custom experience is where TouchTunes can take your marketing to the next level. Key benefits of customizing include:
- Branded interactive destinations or microsites
- Fun games/trivia
- Photo galleries
- Interactive maps
- Artist bios
- Email data capture
The mobile app also functions as a beacon for advertising. Those who download the app can be targeted based on location, on-premise, and retargeting. TouchTunes has a reach of one million unique monthly users, and an impressive one trillion impressions across its partner networks. Not to mention, TouchTunes boasts 33X more average CTR versus the industry average for display ads.
Venue screen jukebox advertising is one of the more unique forms of CBD advertising. Its notable reach and impressions prove this form is worth investing in. LiftIntent can help you participate with other brands in reaching these audiences.
Final thoughts on CBD advertising online
LiftIntent understands the CBD business and how to run a successful CBD marketing campaign. CBD advertising is effective at reaching targeted audiences and creating conversions, and this is achievable without running paid ads on the broader marketing channels. As the CBD market continues to grow, so do our efforts to stay at the forefront of practical and efficient advertising techniques. Our customizable solutions can help companies of any size – from small and mid-sized businesses to national enterprises – while remaining budget-conscious.
If you’re interested in our programmatic CBD marketing and advertising services, contact us to get our CBD media kit and CBD advertising case study, and to go over your campaign goals.