Cannabis dispensaries have a unique opportunity to enhance their brand awareness through programmatic connected television (CTV). This method allows businesses to tell more involved stories to precisely targeted audiences, ensuring their message reaches the right viewers. Here’s how it works and why it’s effective.
What is Connected Television?
Connected television refers to any TV that can connect to the internet and stream digital content. This includes Smart TVs, gaming consoles, and devices like Roku, Amazon Fire Stick, or Apple TV. Unlike traditional TV, connected TV provides the ability to serve targeted ads based on viewers’ preferences and behaviors.
Targeting Specific Devices
One of the major advantages of programmatic connected TV is its ability to target specific devices and audiences. Using data-driven insights, cannabis dispensaries can reach viewers based on factors such as location, demographics, and viewing habits. This precise targeting ensures that your ads are seen by individuals who are most likely to be interested in your products.
Demographic Targeting
Demographic targeting allows cannabis dispensaries to tailor their advertising to specific audience segments based on characteristics such as age, gender, income level, education, and household composition. By understanding the demographic profile of your ideal customer, you can create more personalized and relevant ad content. For example, younger audiences might respond well to trendy, visually engaging ads, while older demographics might prefer informative, straightforward messaging. This level of specificity increases the likelihood that your ad will resonate with viewers, leading to higher engagement and conversion rates.
Geographic Targeting
Geographic targeting is another powerful tool offered by programmatic connected TV. This allows dispensaries to deliver ads based on the viewer’s location, which can be as broad as an entire state or as narrow as a specific zip code. Here’s how it works:
- State Level: Targeting an entire state is useful for broad campaigns aimed at building general brand awareness.
- County Level: This is effective for reaching audiences in specific regions within a state, allowing for more localized messaging.
- Metropolitan Statistical Area (MSA): MSAs are regions that encompass a core city and its surrounding suburbs, ideal for targeting urban populations.
- Zip Code Level: The most granular level of geographic targeting, this allows for hyper-local campaigns that can focus on very specific communities.
By leveraging geographic targeting, dispensaries can ensure their ads are highly relevant to the viewers’ local context, increasing the effectiveness of the campaign.
Non-Skippable, High-Engagement Content
When it comes to programmatic connected TV ads, content is typically 15 or 30 seconds long and non-skippable. This format ensures a high average completion rate—often above 90%—because users must watch the ad to continue engaging with the content they are viewing. This high engagement rate means your message is more likely to be received and remembered.
Conclusion
By leveraging programmatic connected TV, cannabis dispensaries can deliver compelling, targeted ads that capture and retain viewers’ attention. This approach not only increases brand awareness but also drives more meaningful connections with potential customers.
For more information on how to implement programmatic connected TV for your cannabis dispensary, submit a form on our site or email us at sales@safe-reach.com.