The Cannabis Network is a collection of Demand Sides Platforms, Inventory Suppliers and Publications that have explicitly opted in to serve cannabis related display creatives. The minimum targeting will always include a geo target within an area that has legalized cannabis at the state level, and a 21+ age filter applied via data segmentation. This is to ensure compliance with the minimum state law requirements.
The relative scale of cannabis-friendly inventory is extremely limited when compared to the scale seen with the total available space. As well, inventory sources can opt out at any time, without notice, thereby temporarily diminishing the scale of the network. For this reason, forecasting is extremely difficult and a consistent pacing of impressions and/or clicks cannot not guaranteed.
How we combat Inventory Volatility and Scarcity:
We are constantly seeking out additional sources to add to the network to ensure we can maximize the pool of available impressions, but there may be temporary dips in serve as suppliers opt out without notice.
Regardless of the myriad sources of inventory, we will optimize between platforms to maximize performance and will consolidate reporting. You will always have the ability to verify traffic through your own Google Analytics.
Due to the cannabis being classified as a schedule 1 drug at the federal level, inventory suppliers and end users are extremely sensitive to exposure regardless of local state laws. If an end user flags a creative through their browser, the entire campaign can be temporarily paused as the creatives will be re- submitted to the audit process, which can take days. It is also possible for an inventory supplier or publisher to permanently block an advertiser if the creatives are flagged too many times. For this reason, a more conservative approach will maximize the potential to be shown on as many different publications as possible.
How we combat Creative Sensitivity:
We always recommend being as conservative as possible with creative design (i.e. no flower, leafs, bongs, etc. in the imagery). This gives us the best opportunity out of the gate to maximize available ad placements. As well, creative changes may be required mid flight if flags or audits prevent the serve from hitting the intended daily impression volume.
CANNABIS 2.0 CAMPAIGN SEES 18x RETURN ON INVESTMENT FOR DISPENSARY
The client’s main campaign goal was to increase the number of online orders for both medical and recreational marijuana.
The biggest challenge the client had been facing was the ability to track revenue for advertising efforts.
We recommended running a Display campaign on our Cannabis 2.0 Network. Prospective customers were targeted based on a custom list of zip codes in the local market, as well as interests exhibited in cannabis/CBD.
Over the five-month campaign, we served over 570,000 impressions with 433 clicks achieving a .08 click-through rate (CTR). We also recorded 1,074 post-impression conversions (.19% conversion rate) and tracked over $150,615 in revenue based on pixels implemented on the client’s conversion URLs. This gained revenue indicates an estimated 18x return-on-investment (ROI)!
Cannabis 2.0 campaigns include an in-depth reporting dashboard that not only details overall and creative performance, but also conversion tracking.