Ask the Experts: 2020 Predictions for the Digital Advertising Industry

Ask the Experts: 2020 Predictions for the Digital Advertising Industry

2020 is around the corner and if 2019 is any indication of what’s to come…there’s going to be a lot more changes. Digital marketing is a constantly changing industry and very few practises stand the test of time. For example, ethical link building services will always be popular because backlinks are an integral part of Google’s ranking system. Besides this, a search engine optimization strategy to help websites reach higher search engine rankings also seems to be growing in popularity. Take, for instance, several businesses in Utah are known to have adopted the SEO strategy to increase the number of organic visits (not paid) from search engines like Google. For that, however, entrepreneurs might have taken the help of a Utah SEO company like Octiv Digital. But, practices like keyword stuffing and content less than 250 words are no longer relevant in today’s digital climate. It seems that nobody requires them anymore. Digital marketing may be quite a new concept, but it is already evolving away from what it once was. As this digital marketing agency jacksonville shows, the sector is modernising to appeal to a new generation of digital users. Videos and graphics are in and text is out, and websites are more interactive than ever before. With more businesses, for instance, financial advisors and similar agencies seeking out expert help in the form of services similar to those provided by LeadJig (https://www.leadjig.com/financial-seminar-marketing/), the prospect of digital marketing seems to have potentially improved. So, we asked experts at Bidtellect their predictions for the new year and what emerged was that as privacy moves to the forefront of conversation, so, too, will shifts in quality, ad types, and creative. Read on.

What are your predictions for the industry in 2020?

1. Privacy will play a major role in 2020 strategy with CCPA going into effect along with existing GDPR.

“The issue that will have the biggest impact on all digital marketing efforts in 2020, but particularly digital advertising campaigns, is privacy. Specifically, the use of and reliance on personal consumer information in advertising, and how the use of that information will be regulated, protected, and limited. Marketers must factor this into all their digital advertising plans in 2020​”

– Lon Otremba, CEO

“Platforms that rely heavily on audience targeting for performance will see a decline in results as the market continues to put restrictions on user data. Brands will be forced to rethink strategies and test new ones to make up for it.”

– Terah Bocchi, VP of Sales

“My 2020 prediction for AdTech, “Power to the People”, consumers will have more control over what personal information should be private, what is shared, with whom and how it can be used.”

– Kyle Suhan, Sr. Frontend Deveoper

“In the changing digital advertising ecosystem, focused on privacy and deeper regulation, contextual advertising will capture a greater portion of ad spend gaining ground against other methods of audience targeting.”

– Mike Conway, Chief Technology Officer

2. With Facebook under greater scrutiny for false accounts and shady ad placement, it’s time to start thinking beyond social, while DSPs will move to the forefront thanks to greater scale and optimization capabilities.

“Non-social native spending will decline and content distributions DSPs will benefit from that revenue!”

– Lisa Friedman, Director of Sales – East

“2020 – year of SPO. Clients will look to get a better understanding of DSPs supply paths to ensure they are not paying any unneeded tech tax.”

– Mike Feeley, VP Supply Partnerships

3. Ad types will continue to advance and evolve, from format to design.

“Each year, we see emerging trends with design. 2020 will be no exception to really explore surrealism and vivid, almost futuristic colors. Surrealism will be especially effective for retail clients to really showcase their products in a majestic way. The term “Zero Gravity” has been tossed around – images, text and copy will float on your page. We’ll begin to see a layered mix of portrait photography and bold digital design with simple minimalist shapes. [b]+studio is excited about these new trends and will begin testing out new imagery with a mixed use for our clients in 2020.”

– Missy Steiner, VP of Marketing

“I believe with consumers gaining more access to 5G, video ads will become more common and dynamic on mobile sites.”

– Tim Chidsey, Quality Engineer

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This #GivingDay Bidtellectuals Give Back with Movember

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In honor of Giving Day, we document the journey of Bidtellect’s “Mo Bros,” who took No Shave November by storm to raise money and awareness for Movember.

Movember is the leading charity changing the face of men’s health.   The movement-turned-charity raises funds and awareness to save men’s lives with projects focused on prostate cancer, testicular cancer, mental health, and suicide prevention. 

Since 2003, Movember has funded more than 1,250 men’s health projects around the world. By 2030, they aim to reduce the number of men dying prematurely by 25%.

 

 

The Growth Period

At the beginning of November, participants set fundraising goals and captured a “before” picture of their facial hair. Throughout the month, they offered updates on the growth on their reasons for participating. Overwhelmingly, the Bidtellect Mo Bros recognized that “No Shave November” would raise awareness and discussion around men’s health.

Director of Quality Karl Hentschel offered frequent updates of his growth. We love this one:

“Day 21! The fuzz is lookin’ real good. Coworkers think I could either pass as an Oxford professor or I should join a biker club. Vote and maybe I’ll dress up as the winner!”

The Shave Off

On the first day back after Thanksgiving, Bidtellectuals gathered for the post-November Shave Off. Participants showed off their varying degrees facial hair, from creepy staches to beards that would make Santa proud (lookin’ at you Mike). Bidtellect founder John Ferber called on a veteran barber of 50 years to professional shaves to those that requested it. He’s pictured above posing with Bidtellectuals in the Florida office.

The Vote and Results

Bidtellectuals voted for such categories as “most appealing mustache” and overall “Mr. Movember.” VP of Product Arthur Hainline swept virtually every category – a well-deserved win, as he brought Movember back to Bidtellect and encouraged participation!

Bidtellect raised $1,660

Wohoo!! We are so proud!

You can read more here: https://moteam.co/bidtellect-mo-bros

5 Steps to Engaging Creatives this Holiday Season

5 Steps to Engaging Creatives this Holiday Season

As the holiday season approaches, one thing on most retailers’ minds is how to get their products in front of gift-givers. How do they set themselves apart in such a competitive space? How can then cater to customers’ needs? The obvious answer is seeing what they are moving towards and adapting to that, for instance, with so many people shopping online, brick-and-mortar stores need to ensure that they can also match up with this type of technology by looking into implementing equipment like EFTPOS Terminal machines to help with payments from a variety of sources, e.g. QR codes, contactless, mobile payments, etc. Customers want to feel excited about what they are buying, and they do not want to wait around, especially if they have to hit the pavement and buy physically.

As more and more brands rely on content distribution to earn trust and loyalty, I wanted to provide some of the top creative Native best practices that are not only trending but are also driving results for brands.

Retail is Booming

In case you missed it, the 2019 holiday season is supposed to be record-breaking. eMarketer predicts it to be the first-ever trillion-dollar holiday season! Much of this increase is being driven by online sales provided by firms that offer on-time delivery (perhaps such firms take the help of software applications provided by Real Innovation Group and its likes). Since customers have been getting a taste of fast delivery services like one-day delivery or next-day delivery, online sales have been growing and becoming the more sought-after choice during the holidays.

According to several studies, millions of people are now opting to do their holiday shopping on sites like NoveltyStreet.com where there are plenty of badass things to buy for every member of the family. However, this doesn’t mean retailers can just sit back and wait for the shoppers to flock to them. In some ways, it’s now harder for retailers to grab a shopper’s attention, with fewer physical marketing opportunities to tempt people with. The key, therefore, to serving up a successful holiday strategy, according to experts and trends documented by eMarketer, is sponsored, branded, or native advertising, which offer the highest-value for advertisers and is easiest to monetize for retailers.

From Q1 to Q3, we saw a 443% jump in Bidtellect’s retail space in just one year. 443%. Consumers rely on brands more and more often to get informed, for inspiration, and for valuable content. This shift to Native proves that shoppers are more likely to click on a “Top 5 Gifts Your Dad Will Love” versus “Sock Sale.” Content sells.

This is why creatives are so important. They are the gateway to a retail product; they are the invitation to and a representation of the brand. This is more often than not, why companies hire a PR firm to handle all of their media presence, including social media and creatives for the website as well as other digital channels. From a heartwarming image to a compelling headline, our top creative practices for the holidays will ensure that customers will want to engage with you first!

Content distribution starts with the right creative. Simple as that.

Headlines

The first (and arguably best) way to catch a shopper’s eye? The headline.

Remember to provide value, solve a problem from holiday shopping stress, educate the consumer, and use listacles to imply a quick and informative read. If you have a special offer or a promo code, now is the time to inform your prospective shoppers.

Ask questions! Be punny! Invite readers without shouting at them. Anything too pushy or blatant will deter readers. Keep it short and sweet (no more than 60 characters) and in title case.

Bottom line: engage, educate and entertain.

Images

Actually, the image is probably the first and best visual cue – so don’t slack here! Images that feature people or animals are more relatable and draw more of an emotional response. And if you have been thinking about utilizing cinemagraphs, now is the time to test it out.

Think lifestyle, authentic, people in the moment and in the holiday spirit. Do not include text to images – otherwise you’re entering display territory!

Bottom line: be emotional, authentic.

Description

This is the copy under the headline – it gives a little extra information about what your product or content offers! Remember to include value-driven, relevant copy that is consistent with the message in your headline.

And (this should go without saying) the description should be longer than your headline. It’s a slight explanation if you will. Establish the connection, create a conflict, and your call-to-action (KPI) is the solution.

Bottom line: call-to-action, consistent with the headline

Video

Consumers are engaging with Native video – and not just autoplay. Bidtellect saw a 143% increase in completion rate of in-feed, click-to-play videos in one year, proving that consumers do engage. The most successful videos are those that convey a clear message immediately.

Long videos that require time (and sound) from the viewer will not work. Keep the videos short and sweet, with a clear message that’s conveyed with or without sound and use subtitles or text.

Bottom line: clear message without sound

Testing

Don’t forget to utilize optimization strategies! Test out different creatives combinations and personalization tactics based on your KPIs for maximum engagement. It is essential to use a platform that will optimize to your KPIs to find your sweet spot.

Bottom line: optimization is key

Missy Steiner is the Vice President of Marketing at Bidtellect.

She’s hoping for Phish tickets as a gift this year!!

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Four Common Content Marketing Mistakes to Avoid

Four Common Content Marketing Mistakes to Avoid

Today, content marketing is an essential way to build a connection. Instead of pitching products, brands are aligning their strategies to provide truly relevant and helpful content to their consumers from solving’ business problems, entertainment, or creating a lasting connection.

The modern content marketer is spending an exorbitant amount of budget, resources, and time on content creation. So why is it still not right? What’s the hold-up? These are the four common mistakes to avoid to guarantee engagement, results, and brand loyalty.

“When consumers engage with your content, they engage with your brand.”

– Lon Otremba, CEO of Bidtellect

1. Your Content is Stuck in Content Land

“Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.”

– CMI, “What is Content Marketing?”

Recently, our CEO Lon Otremba spoke at Brand Movers Edge Conference to talk about all things Content Marketing. His focus breaking down the content silos. Yes, these still exist. In fact, our VP of Sales, Terrah Bocchi wrote a great piece about it.

Let me as you a question, after you come up with a “killer content marketing idea” what is your next move? Is your first instinct to make your vision a reality, never really stopping to think about the purpose of the content or distribution? What does your marketing stack look like today? Does it look something like this? Months after you get your “killer content marketing idea” most people are still deciding on content management platforms, content creation, and content curation companies. By then, your “killer content marketing idea” has been through so many hands and approvals it’s metamorphized into a project that’s not even your vision anymore. Oh, and it keeps you up at night. You might even consider getting in touch with a technology copywriting expert who could help you fix any problems that the content might have. You definitely would not like to turn in something you’re unsure of!

Truth is, you probably already have valuable content to distribute. Here’s a great example: one of our clients came to us and said they were working on a great content marketing piece. They showed us the initial designs and within a day we put together Native creatives and foolproof targeting plan. A few weeks later, we reached out to the client and asked them if they were ready to distribute their content. Unfortunately, the content was stuck somewhere in creation-land and approvals. We went back to the client and said, “Well, here’s all these great articles and blog posts about your brand and they are relevant, entertaining, and witty.” The client agreed to test this idea with us. You know what? I don’t think that content marketing piece ever made the finish line, but the client has been distributing existing content with us for a few years now. They recognized the value.

By all means, I’m not suggesting you stop creating content – we love content. But don’t get stuck in the silos. Make sure you align your distribution strategy with your creation – this is the key to your success. You might also want to consider hiring professional services marketing experts that can help you strategize content development and marketing plans to cater to your unique requirements.

– Lon Otremba, CEO of Bidtellect

2. The Landing Page Isn’t Responsive (Or Mobile-Optimized)

“For the first time ever, US consumers will spend more time using their mobile devices than watching
TV, with smartphone use dominating that time spent. The average US adult will spend 3 hours, 43 minutes on mobile devices in 2019, just above the 3:35 spent on TV. Of time spent on mobile, US consumers will spend 2:55 on smartphones, a 9-minute increase from last year. In 2018, mobile time spent was 3:35, with TV time spent at 3:44.”

– eMarketer, “Average US Time Spent with Mobile in 2019 Has Increased

We are witnessing a radical shift in content consumption and behavior. Have you ever been on the subway, or waiting in a doctor’s office, business meeting, or even at dinner at a restaurant where everyone is not looking down at their phones? They’re swiping, liking, and consuming content. Now, more than ever, it’s important to make sure your content is responsive.

Often, especially in the case of interactive content, it’s important to ensure that your content appears correctly on the mobile page. This may require some backend work, but it’s well worth it in the end. If your content marketing objective is to get a PDF download, it makes sense to have your mobile-ready landing page email the PDF rather than download it on a mobile device (and bonus: you got another email address to remarket to). Lastly, if your end goal is a sale or transaction, remember not to limit the payment options to a debit or credit card. There are so many people who don’t yet have a credit card, and need to apply for one, while the majority who do have one aren’t going to whip out their credit card on the subway or in a public place. Therefore, including some sort of online payment option along with the others could help you increase your conversion rates.

We consistently see incredibly high click-through rates on mobile devices via In-Ad and In-Feed Native Advertising; however, if your landing page is not mobile-ready, engagement will decrease and bounce rates will increase.

3. You Don’t Optimize Your Creative – Or Utilize Best Practices

Step one: Throw away all misconceptions, best practices, yadda yadda you know about traditional banner ads.

We’ve talked a lot about banner blindness. Now, step two: I want you to get display completely out of your head.

We good?

Native ad units are composed of a few core components: an image, a headline, a description and “Sponsored By”. Whereas display ads are whole, Native Ads are compiled in real-time designed to fit the form and function of the publisher’s website.

Over the last six years, our [b]+studio team has tested a plethora of strategic tactics with our Native creative – and we’ve measured performance. We know what works; we know what doesn’t work; we know what we thought wouldn’t work – does in fact work. We typically provide 3 – 5 creative variations utilizing different best practices for each landing page. (We let our optimization engine take care of the rest).

So that you don’t get started off on the wrong foot, here are a few of our Native Creative best practices.

Image

  1. Use bright and eye-catching colors
  2. Feature people, from shoulders up in natural settings or use of the products (rather than the product in isolation.
  3. Close up photographs work better than cluttered images
  4. Trigger memories and emotions rather than neutral expressions

Headline

  1. Headlines should look like a news article
  2. Emotional, Educational, Relevant and Engaging headlines work best
  3. Facilitate concern, doubt or worry.
  4. Offer to education or solve problems
  5. Ask Questions
  6. Listicles work! And be punny!

Description

  1. Give the emotional “fish hook” that will real the reader in.
  2. Set up a problem and have a clear call to action as the solution
  3. Be careful not to get into click-bait territory

Avoid creative burnout! Always a creative refresh about a month in.

Shameless Plug: Bidtellect’s in-house Native Creative Agency, [b]+studio, offers free access to help you create your custom content assets.

4. You Forgot About Video

Research reveals that almost two-thirds of users skip pre-roll ads when possible, and three-quarters of these do so out of habit without waiting to see if the ad content is relevant or interesting (MagnaGlobal). By harnessing two thriving categories of advertising – video and native – brands can make use of a single digital super-format that connects emotionally with consumers without disrupting their experience. Be that with respect to buying the products that is being advertised, or to buy video content itself, having that emotional connect with the viewers can act as a catalyst in the process of content marketing.

Here are a few Native Video Best Practices:
  • The key to treat native video content the same way as a static native advertisement: find and use an engaging frame as a thumbnail, and be thoughtful of the creative with a text description.
  • Shorter videos (fifteen seconds or less) can significantly drive up video completions – especially on mobile.
  • Make sure the most compelling visuals and products are at the beginning of the video.
  • Make sure the video is understandable without sound.

It’s important to view your content marketing strategy holistically. The old-age saying “If yo
u build it, they will come,” doesn’t apply to content marketing. You can build a great piece of content, but without engagement – what is the purpose? By aligning your creation with distribution, results will increase dramatically.

their consumers from solving’ business problems, entertainment, or creating a lasting connection.

The modern content marketer is spending an exorbitant amount of budget, resources, and time on content creation. So why is it still not right? What’s the hold-up? These are the four common mistakes to avoid to guarantee engagement, results, and brand loyalty.

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“When consumers engage with your content, they engage with your brand.”

– Lon Otremba, CEO of Bidtellect

1. Your Content is Stuck in Content Land

“Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.”

– CMI, “What is Content Marketing?”

Recently, our CEO Lon Otremba spoke at Brand Movers Edge Conference to talk about all things Content Marketing. His focus breaking down the content silos. Yes, these still exist. In fact, our VP of Sales, Terrah Bocchi wrote a great piece about it.

Let me as you a question, after you come up with a “killer content marketing idea” what is your next move? Is your first instinct to make your vision a reality, never really stopping to think about the purpose of the content or distribution? What does your marketing stack look like today? Does it look something like this? Months after you get your “killer content marketing idea” most people are still deciding on content management platforms, content creation, and content curation companies. By then, your “killer content marketing idea” has been through so many hands and approvals it’s metamorphized into a project that’s not even your vision anymore. Oh, and it keeps you up at night. You might even consider getting in touch with a technology copywriting expert who could help you fix any problems that the content might have. You definitely would not like to turn in something you’re unsure of!

Truth is, you probably already have valuable content to distribute. Here’s a great example: one of our clients came to us and said they were working on a great content marketing piece. They showed us the initial designs and within a day we put together Native creatives and foolproof targeting plan. A few weeks later, we reached out to the client and asked them if they were ready to distribute their content. Unfortunately, the content was stuck somewhere in creation-land and approvals. We went back to the client and said, “Well, here’s all these great articles and blog posts about your brand and they are relevant, entertaining, and witty.” The client agreed to test this idea with us. You know what? I don’t think that content marketing piece ever made the finish line, but the client has been distributing existing content with us for a few years now. They recognized the value.

By all means, I’m not suggesting you stop creating content – we love content. But don’t get stuck in the silos. Make sure you align your distribution strategy with your creation – this is the key to your success. You might also want to consider hiring professional services marketing experts that can help you strategize content development and marketing plans to cater to your unique requirements.

– Lon Otremba, CEO of Bidtellect

2. The Landing Page Isn’t Responsive (Or Mobile-Optimized)

“For the first time ever, US consumers will spend more time using their mobile devices than watching
TV, with smartphone use dominating that time spent. The average US adult will spend 3 hours, 43 minutes on mobile devices in 2019, just above the 3:35 spent on TV. Of time spent on mobile, US consumers will spend 2:55 on smartphones, a 9-minute increase from last year. In 2018, mobile time spent was 3:35, with TV time spent at 3:44.”

– eMarketer, “Average US Time Spent with Mobile in 2019 Has Increased

We are witnessing a radical shift in content consumption and behavior. Have you ever been on the subway, or waiting in a doctor’s office, business meeting, or even at dinner at a restaurant where everyone is not looking down at their phones? They’re swiping, liking, and consuming content. Now, more than ever, it’s important to make sure your content is responsive.

Often, especially in the case of interactive content, it’s important to ensure that your content appears correctly on the mobile page. This may require some backend work, but it’s well worth it in the end. If your content marketing objective is to get a PDF download, it makes sense to have your mobile-ready landing page email the PDF rather than download it on a mobile device (and bonus: you got another email address to remarket to). Lastly, if your end goal is a sale or transaction, remember not to limit the payment options to a debit or credit card. There are so many people who don’t yet have a credit card, and need to apply for one, while the majority who do have one aren’t going to whip out their credit card on the subway or in a public place. Having some sort of online payment option such as PayPal could increase your conversion rates.

We consistently see incredibly high click-through rates on mobile devices via In-Ad and In-Feed Native Advertising; however, if your landing page is not mobile-ready, engagement will decrease and bounce rates will increase.

3. You Don’t Optimize Your Creative – Or Utilize Best Practices

Step one: Throw away all misconceptions, best practices, yadda yadda you know about traditional banner ads.

We’ve talked a lot about banner blindness. Now, step two: I want you to get display completely out of your head.

We good?

Native ad units are composed of a few core components: an image, a headline, a description and “Sponsored By”. Whereas display ads are whole, Native Ads are compiled in real-time designed to fit the form and function of the publisher’s website.

Over the last six years, our [b]+studio team has tested a plethora of strategic tactics with our Native creative – and we’ve measured performance. We know what works; we know what doesn’t work; we know what we thought wouldn’t work – does in fact work. We typically provide 3 – 5 creative variations utilizing different best practices for each landing page. (We let our optimization engine take care of the rest).

So that you don’t get started off on the wrong foot, here are a few of our Native Creative best practices.

Image

  1. Use bright and eye-catching colors
  2. Feature people, from shoulders up in natural settings or use of the products (rather than the product in isolation.
  3. Close up photographs work better than cluttered images
  4. Trigger memories and emotions rather than neutral expressions

Headline

  1. Headlines should look like a news article
  2. Emotional, Educational, Relevant and Engaging headlines work best
  3. Facilitate concern, doubt or worry.
  4. Offer to education or solve problems
  5. Ask Questions
  6. Listicles work! And be punny!

Description

  1. Give the emotional “fish hook” that will real the reader in.
  2. Set up a problem and have a clear call to action as the solution
  3. Be careful not to get into click-bait territory

Avoid creative burnout! Always a creative refresh about a month in.

Shameless Plug: Bidtellect’s in-house Native Creative Agency, [b]+studio, offers free access to help you create your custom content assets.

4. You Forgot About Video

Research reveals that almost two-thirds of users skip pre-roll ads when possible, and three-quarters of these do so out of habit without waiting to see if the ad content is relevant or interesting (MagnaGlobal). By harnessing two thriving categories of advertising – video and native – brands can make use of a single digital super-format that connects emotionally with consumers without disrupting their experience. Be that with respect to buying the products that is being advertised, or to buy video content itself, having that emotional connect with the viewers can act as a catalyst in the process of content marketing.

Here are a few Native Video Best Practices:
  • The key to treat native video content the same way as a static native advertisement: find and use an engaging frame as a thumbnail, and be thoughtful of the creative with a text description.
  • Shorter videos (fifteen seconds or less) can significantly drive up video completions – especially on mobile.
  • Make sure the most compelling visuals and products are at the beginning of the video.
  • Make sure the video is understandable without sound.

It’s important to view your content marketing strategy holistically. The old-age saying “If yo
u build it, they will come,” doesn’t apply to content marketing. You can build a great piece of content, but without engagement – what is the purpose? By aligning your creation with distribution, results will increase dramatically.

On MediaPost: It’s Legal, Now How Do We Advertise Medical Marijuana?

On MediaPost: It’s Legal, Now How Do We Advertise Medical Marijuana?

Read on MediaPost here:

Advertising Signposts For The Cannabis Industry

A few weeks ago, Florida announced that smoking (medicinal) marijuana is legal (CBS). Missouri drafted rules for medical marijuana usage (KY3). There was news about a new New York Marijuana Regulation and Taxation Act (NORML). There was been a big increase in those using cannabis both recreationally and medically. In fact, some of the best dab rigs on the market have been selling out because it’s becoming so popular. It was revealed that there has been a 76% increase in Cannabis Industry Jobs in the US (AZ Marijuana). It was revealed that there has been a 76% increase in Cannabis Industry Jobs in the US (AZ Marijuana). This is all in the last month. A lot of the growth has been attributed to the rise of a new industry – that of delta 8 THC. Delta 8 carts are a popular option among cannabis users for their compact design and availability in a variety of terpene-infused flavors like wedding cake and sour diesel.
The Global Legal Cannabis Market is projected to hit $166 billion by 2025 (Euromonitor). It is the fastest growing market in the world, according to MarketWatch. “Within 10 years, cannabis will be a regular part of daily routines,” said Zora Milenkovic, head of drinks and tobacco at Euromonitor International. “From a functional ingredient to an intoxicating buzz, cannabis will reshape fast-moving consumer goods, with food, beverages, beauty, health and tobacco having the most potential for disruption.” (Euromonitor).

We are witnessing history: the growth of a new industry in conjunction with rebuilding a reputation from the bottom up.

As the cloud of marijuana stigma lifts in the United States, states are scrambling to create laws that keep up with the growing industry while grappling with varying moral and regulatory opinions. In some states, all that’s needed is a driver’s license to enjoy marijuana recreationally. In other states, consumers need to be vetted by a doctor, pay upwards of $250 for a medical card, then choose from highly-regulated products for ailments, similar to a prescription. California’s Track and Trace system, for example, aims to keep a record of marijuana as it moves around the state, helping to regulate it. Elsewhere, laws can differ even by county.

The laws are confusing. Interested consumers are often left wondering where they can go and what they can buy. The answer to clarification: advertising. The current advertising initiatives? Equally as confusing as the laws limiting them. And half-hearted at best.

Here’s the only advertising I’ve seen: side-of-the-road CBD sign-flipping in Florida (the guy was pretty good, I’ll give them that) and billboard advertising for weed delivery service Eaze in California. Not that we can entirely blame the companies. Social media advertising is limited and often restricted – the lack of law consistency is a headache not worth the trouble (ETF). For those venturing outside the walled gardens on programmatic ad platforms, targeting, measurement, and analytics are limited, especially for simple display ads, which often face roadblocks similar to social.

Turn to Content

If you’re a marijuana or CBD company, turn to your content and make sure you have a viable cbd bank account set up for payment processing for what you need during this time. Chances are, you’ve got a ton of content: research articles, educational resources, tips, lists, recipes, and more. I read new articles every day about the latest healing benefits of CBD from inflammation to stress release to skin ailments. That’s the kind of content to distribute. Your stories can be the next wave of your advertising strategy. While you’re looking into this for your CBD products, you may also want to consider how to brand yourself too. If you sell white-label products from a manufacturer like Taylor Mammon, you could get branding assistance as well as multiple other services from them directly to help you reach out to your audience and customer base.

Content is the chance to re-educate the masses on the positives of marijuana, but how its targeted to consumers matter. Consider: a mom is unlikely to start liking a social sponsored posts about weed on Instagram. She’s far more likely to read a sponsored article on the web about how Medicinal Marijuana helped another mom with epilepsy. Do you see where I’m going with this? A Native Ad that leads a user to high-quality content aligns with the goal of re-education and reputation-building. Fluffy flowers and glass bongs may be a no-go in Native ads, but content is your secret weapon.

MJ Lovers: establish your company as a thought leader at the forefront of cutting edge health and wellness development. Create high quality content that lifts your reputation above marijuana’s seedy past. Turn to a content-distribution platform to distribute your content in a targeted, trackable, and measurable way. Context is also key: get it in front of users that are already interested. The right content and right distribution with be the key to re-energizing the state of medicinal marijuana advertising.

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