If navigating cannabis marketing regulations feels like reefer madness, marketers can minimize overwhelm with a four-tiered approach: Federal, state, platform-specific, and privacy-compliant.
An award-winning cannabis retailer leverages Basis Technologies' programmatic expertise to achieve 8x higher return on ad spend.
A Michigan multi-location medical and recreational cannabis retailer was looking to bring their digital advertising in-house to improve their media performance and business goals. They knew it would take time and training to transition, and they would need an expert partner to help lead their campaigns while they migrated their digital media operations.
The cannabis industry is quickly growing and evolving with new regulations and geographic nuances constantly changing the landscape. This chaos creates complicated and confusing paths to execute and reach the right audience at the right time to create a meaningful connection.
The retailer was confident that Basis Technologies' Path to Self-Service solution provided the flexibility and expertise to take their digital media campaigns to the next level. For their first campaign, the Basis Technologies team focused on prospecting through trusted partners such as Fyllo, which offers one of the largest ecosystems of cannabis and CBD-derived purchase data and is available directly through the Basis DSP Platform. The team implemented a data-driven campaign with programmatic, display, contextual targeting with Peer39, and retargeting to reach the desired audience. A universal pixel was also implemented to create various models for targeting, attribution, and subsequently optimization for a more efficient return on investment.