Here's a list of the top considerations cannabis advertisers can use to develop their paid media strategy.
Technology
Services
Resources
Location, location, location.
It may be a cliché, but digital marketers only want to deliver ads in markets where their products and services are available – making the geographic location of a customer incredibly important.
National campaigns may seem straightforward, but how a campaign performs throughout the country is unpredictable. This makes deciding how to allocate and manage budget across different regions a major challenge.
But one of the benefits to buying media programmatically via a DSP is that marketers no longer need to guess. Adjustments can be made in real-time to direct budget to the locations that are most effective.
Centro DSP has always offered best-in-class geographic targeting and hyperlocal capabilities, and now we are pleased to introduce reporting by geography as an added feature. Geo Reports give views into campaign metrics at the country, region, and city level.
Because local markets no longer need to be set up separately to gain insight, the ability to analyze the geographic distribution of spend, impressions, and conversions makes campaign management more efficient and will free up time for optimization. By monitoring geo reports, you can find unexpected pockets of performance and prevent waste in areas that are not as responsive.
Over the coming months, we will be introducing even more metrics with DMA and postal code reporting. To access Geo Reports, simply go to the Reports tab, select Geo Report, and choose the Dimensions.
