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Cannabis Advertising 2.0
Thought leaders shared their unique stories and how they are building their brands and business in this fast-growing industry. The sold-out crowd of 200+ brand representatives, marketers, agencies, publishers and ad tech professionals spoke about regulations, industry learnings, challenges and successes they are seeing in an industry that is estimated to reach $75 billion by 2025.
Though nascent, the cannabis industry represents a huge marketing opportunity as the community moves quickly to educate consumers, build their brands and business in a channel that has many local and state regulations. Many marketers have voiced that advertising is challenging because of regulations and limitations. Ad-tech executives shared that there is targeted video available now for brands to reach audiences through various platforms. There are also large opportunities for agencies, as these marketers and brands will be scaling nationally and globally and will look for expertise.
Rosa Ziebell, SVP of Marketing for Eaze said, "Quality content is key and so important.” Marketers are going back to basics as quality content drives organic search. Marketers are looking to reach audience segments to build their brands, and tell their stories through new platforms. Kimberly Dillon, CMO of Papa & Barkley said, “We’re real people and have real stories. We’re telling our stories and it connects because it’s authentic.”
Yoni Meyers, Partner at Casa Verde said, “We believe cannabis is a once-in-a-lifetime opportunity.”
• Regulations need to be reviewed on the local and state level continuously as regulations change often
• Opportunity is huge for brands, agencies, publishers and content creators as the industry is nascent and growing fast
• Brand and marketers need to advertise to capture various audience segments and gather data
• Quality content is key, driving organic search and SEO while pushing content and messages out via new video platforms
• Another ThinkLA Cannabis event is needed, sooner than later as the industry is moving so quickly
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