Mexico Decriminalizes Recreational Cannabis

Mexico Decriminalizes Recreational Cannabis

by | Jun 29, 2021 | Blog, Cannabis

This is huge… Mexico makes history today!

On Monday morning the Mexican Supreme Court struck down a law that criminalized the used of recreational cannabis. Ruling was won 8-3 in favor of decriminalizing recreational cannabis. 

This ruling was placed in effect to help reduce cartel violence fueled by the illegal sale of drugs. 

Although cannabis was already medically legal, this was not enough for advocates. The use of medicinal cannabis has been legal since 2017.

Four years later we see amazing progress with decriminalization of recreational cannabis as well as the cultivation and harvesting of cannabis plants(with a permit). 

A permit will also be required for recreational use from the Federal Commission for Protection against Health Risks(Cofepris). With said permit an individual can hold up to 28 grams of Cannabis. Lastly, users must be over the age of 18 per the Supreme Court ruling.

The court made it very specific that this substance should not be in the hands of minors and will continue to stand tall on the issue. 

After a few tumultous years for advocates since the medicinal cannabis ruling they can finally declare a victory. Although, we all know that it is not that simple and things will get complicated before they get simpler. That being said, it is still a victory and we are truly excited to see our neighbors to the south make this historic ruling and will continue to serve clients in Mexico, US, and Canada to keep the North American market strong! 

What does this mean for the North American cannabis industry?

Are you ready to scale your brand in Mexico, US, or Canada? 

CBD Marketing and Advertising Guide 2021

CBD Marketing and Advertising Guide 2021

by | Apr 30, 2021 | Blog, Cannabis, Homepage Branded Graphic Only, Strategy

Savvy consumers are learning about the benefits of CBD and seeking solutions to a whopping tune of $18 Billion by 2025. Naturally, many entrepreneurs are attempting to leap ahead of the market by launching innovative CBD products. From the tried and true CBD tinctures and gummy chews to pet food and toothpaste. This competitive landscape has many brands, big and small, fighting to get onboard.

CBD Marketing Guide – Competition and Standing Out

Constructing a CBD marketing and advertising strategy that differentiates your CBD brand from your competitors is paramount. There are just a few keys to being memorable and earning consumer trust. When applied to a CBD marketing strategy, sales and growth simply follow.

  • Branding that attracts the attention of your target audience and converts them into brand enthusiasts. 
  • It is a product that delivers on your consumer’s anticipated results, i.e., your “promises…” even though you can’t make promises in this market—more on that below. 
  • A memorable voice with similar cadence and vocabulary as your intended audience. 
  • A brand that knows when to use that voice to discover who else is listening.  

An example of pristine branding, voice and cadence from our partners at DayTrip CBD.

CBD Marketing Guide

What Does a Multi-Vertical Marketing Plan Look Like?

We’re going to review the following vertices:

  • CBD Programmatic Digital Ads
  • CBD Email Campaigns
  • CBD Influencer and Affiliate Marketing
  • CBD Social Media Accounts – the risks and opportunities

Let’s review what a comprehensive CBD marketing plan looks like. Here at Traffic Roots, we specialize in programmatic media placement for the CBD, Cannabis, and Hemp industry. We’ve compiled the best practices to share, encourage and help you build your foundation before our services are most effective. But before we share those insights, let’s review your biggest challenge when advertising and marketing in the CBD industry. Compliance.

CBD Challenges, State and Federal Laws, Advertising Compliance

CBD marketers face advertising restrictions, unlike any other personal wellness industry.

The CBD industry went from a whisper to a raging speakeasy with the approval of the 2018 Farm Bill. While some state laws are still in flux, federal laws are strict about how you can market CBD products. (Do you recall the see CBD Snake-Oil promises circa. 2017?)

Your CBD advertising, content, and marketing must be compliant with local, state, and federal regulations. Exercise caution and apply best practices when writing copy and planning social media posts. Extensive social media platforms like Facebook and Instagram will not warn you if you fall out of compliance. If you are flagged enough times by wayward consumers or, I dare say, the competition, your entire business page can be shut down with no wiggle room to apologize. These social media platforms don’t even note what post or comment put you sideways. In the worst scenarios, we’ve seen the original owner’s account go dark overnight, taking a decade of family photos and memories with it. Yes, it’s that serious. All of those followers and feedback, gone. 

Still, want to play in the cannabis fields? Now that I’ve scared away the weak hands, let’s get optimistic, shall we?

What Are CBD Marketing Rules?

FDA guidelines, in a nutshell:

  • CBD products are not dietary supplements, so please don’t believe that stating them as such will get you the same get-out-of-jail-free card that vitamin and workout enhancers do. Basically, in this space, a brand can feel guilty before getting to prove themselves innocent. So, medically proven treatments for any illness? Show the study in a peer-reviewed medical journal. Otherwise, the FDA may consider this to be deceptive marketing.
  • CBD product and business statements should be backed by evidence. Proof-up by linking to scientific journals, surveys, etc., if ever in doubt.
  • Most social media platforms do not allow CBD advertising, but you can still maintain a social media presence. We’ve seen good traction on Instagram for B2C and LinkedIn for B2B CBD audiences.

CBD Advertising Platforms – Where Can We Get Loud?

Platforms are evolving their advertising policies regarding hemp products, cannabis, and CBD. Facebook says they have relaxed their CBD advertising policies, but we have yet to see any real change. Topical hemp and beauty products linked to landing pages on websites featuring topical CBD and hemp products only seem to be the only exception. The creative copy and image should not be of the product—error on the side of caution.

Google, on the other hand, includes CBD in their list of unauthorized pharmaceuticals and supplements. As of now, they simply don’t allow CBD brands to run paid ads. Don’t fall for agencies that use black-hat techniques to circumvent Google’s ad approval process. From time to time, you may see cannabis and CBD products slip through and display ads. However, something that can be done (even if for just a couple of days) doesn’t mean that it should be done. If you decide to poke that bear with a stick, please don’t send traffic to your website URL. Once your Google Ads account is flagged, Google can remove you from search entirely. Do you want to lose that organic traffic you’ve been working so hard to achieve? 

The exception we’ve seen is CBD and hemp-infused beauty brands… they must have a soft place in their hearts over there in Google land.

To stay on the safe side, try display and video advertising on platforms outside of Google’s display network, such as Traffic Roots. As one of the pioneers of digital CBD and cannabis advertising, Traffic Roots has over five years of experience navigating the laws, trends, and success strategies. With premium publishers and flexible media buying plans, you reach your consumer CBD audience while staying compliant with state and national laws.

Demo the Traffic Roots Ad Platform

Your CBD Marketing Strategy Should Include Email Marketing

  • 99% of consumers check their emails daily. 46% of those individuals check their emails two to three times a day.
  • Email marketing has an ROI of $42 for every $1 spent. Email marketing is a great way to gain leads and convert them into loyal customers.

In searching for an email marketing platform, confirm that it is compliant with CBD products. Consider documenting that confirmation in writing. Closely review terms and conditions. It’s best practice to ask questions with the sales representative via email for documentation. If your account gets suspended, you lose your entire email subscriber list and want to proof-up for that asset loss.

CTA’s, Lead Magnets, and Coupons, OH MY!

Offer lead magnets (or Call-To-Actions, “CTA’s”) on your website. These are incentives that you can exchange for a visitor’s contact information. Typically this is downloadable digital content, such as PDFs, ebooks, white papers, or videos. For CBD e-commerce stores, coupons and discount codes are a great way to sweeten any deal. Bonus points if the shopping cart updates with the discount after sign up.

Once you have contact information, you can nurture site visitors into paying customers. If your branding and product information is valuable, consumers will consider you an authority and come to trust your brand’s voice.

Not sure what copy or lead magnet is bringing sales? By appropriately tagging the links in your website and email with macros, you can get detailed information on your creativity and audience. Properly setting up events in Google Analytics will deliver the data needed to manage your A/B testing successfully.

How to A/B Test your CBD Email Marketing

A/B testing is a systematic process of changing one variable between similar but split audiences—review results. Throw out the lesser performing variable and test again, or move on to the next variable. We suggest doing so in the following order:

  • Subject line
  • Graphics and colors
  • Call to action – placement, size, and the actual offer
  • Copy of email – more vs. less, educational vs. entertaining
  • Landing page – by far the most time-consuming. You will want to be finely tuned in the above optimizations before taking on landing page testing. There are so many landing page optimization tricks, ideas, and rules. We encourage your deep dive into research. Again, macro your links and have your Google Analytics events in check, so you get the whole story that your audience is trying to convey.

Website Improvements for User Experience and Checkout Ease

  • A checkout thank you page that triggers a sharable coupon for social accounts.
  • Chat Bot with a product sales rep to answer new consumer questions and up-sell.
  • Click to Call
  • Automated Shopping Cart Pricing Updates after taking a call to action (email list sign up for a coupon, etc.)
  • SMS Opt-In
  • Social share buttons
  • Automated email or SMS Testimonial and Review invitations a week after product shipping – Influencer invitations when appropriate

Sales Funnels to Support CBD Email and Programmatic Media Buys

Sales funnels are considered automated drip campaigns. Drip campaigns are a sequential release of messages based on your consumers’ actions on your website or content consumption. Like retargeting and negative retargeting campaigns in a programmatic ad buying campaign, each buying stage offers new messaging. These stages are tailored to consumer’s needs at that stage of the buying cycle.

Engagement emails: Keep your customers informed with engaging content to grow your relationships with them. (Customer Relationship Management tools, or CRM’s)

Educational emails: Offer authoritative content related to your products. Include research-backed white papers comparing CBD with other holistic remedies. They help build customer trust in brands. Referencing current events or pop culture headlines in tandem with your offer or message can keep you from sounding like a sales pitch. Your email heat maps and engagement metrics/re-open rates should reflect this in your A/B testing. This method reduces the unsubscribe rate, as well.

Abandoned cart emails: Send these if a person adds your products to their cart but leaves without making a purchase. This can nudge lost customers down the sales funnel.

Re-engagement emails: Direct this to customers who purchase sporadically. Drive them to re-engage with your brand by reminding them about your UVP and past interactions with them. Sweeten the deal by offering enticing offers.

Event emails: Use these emails to inform consumers about branded events. In this way, you can get your customers to attend your events and deepen the relationship with them. Or you can at least get them to engage with your event pages on social media or websites.

Cross-sell and up-sell emails: Improve your CBD marketing by leveraging cross-selling and up-selling opportunities. When customers purchase a specific hemp product, email them offers for complementary products or upgrades.

Recommendations: Send recommendations based on customers’ past purchases and browsing history.

Affiliate and Influencer Marketing to Reach CBD Buyers

A CBD marketing strategy that includes influencer marketing can significantly increase name recognition, consumer loyalty, and trust. This is especially true when just launching your brand. In simple terms, consumers don’t know who you are yet. Your competitors are fighting for their attention all day long, and potential CBD consumers may start to zone out. If they have an established relationship with an influencer (follow a podcast, watch their YouTube channel, etc.), they are more inclined to tune in. The influencer has already earned a portion of the trust you need to gain sales. It’s your foot in the door. If you have a solid product, you may have earned a lifelong consumer.

Data on Influencer Marketing

70% of millennials consider their influencers’ recommendations when making purchase decisions. Some people discover new products through influencers. Plus, people tend to be loyal to brands promoted by relevant influencers.

This means your CBD marketing can do wonders if you partner with the right influencers. Influencers can help you earn new customers as well as retain existing ones.

Influencer Campaign Metrics: Pros and Cons

Pros:

  • Consumers have a bond with influencers and trust their opinion.
  • Niche audiences – they may already fit your ideal consumer, so adopt their voice and speak to their interests already identified for being a loyal fan of your influencer.

Cons:

  • Tracking sales/reach – sophisticated software can assist, so be sure to review your options carefully. Your unique goals and KPI tracking should be considered before your first influencer outreach.
  • Can’t A/B test 
  • How many other similar products have they reviewed in the last 6 months – you can manually do a deep review of their past activity, but this can be a time invasive process. Especially if they post often. Don’t be afraid to ask for their for screen shots of any metrics or past reviews they have done in the past. 
  • How many real users do they have? Again, ask to review their page metrics. These are mini-employees and anyone eager to represent your brand should be enthusiastic about representing themselves as transparent and capable of representing your brand.

Of all the social platforms that influencers leverage to promote brands, Facebook and Instagram get maximum returns, and Twitter gets the least. Consider your target audience; if sub-35 is your age range, go with Instagram. Do your research and see what stands out. We’ve seen much traction and more leeway on Instagram vs. Facebook, despite being owned by the Facebook brand. You can use these insights to build a more precise CBD marketing strategy.

Leveraging influencers in your CBD marketing can help you organically promote your CBD products.

What Type of CBD or Lifestyle Influencers Should you Partner With?

To find the right influencers for your business, look deeper than at a large number of followers. Micro-influencers drive the most engagement due to the niche market they engage with. Even just several thousand highly engaged followers are more likely to see the influencer as an authority in the space and willing to give a new product a try.

If it’s hard to procure influencers, ask your loyal customers to vouch for CBD or your brand/products. Consider asking for a 15-20 second video testimonial. Not only are these videos user-generated content for your CBD e-com site, but they can be used here at Traffic Roots as your video creatives for digital advertising. We’ve seen these organic videos perform as much as 300% better than professionally created varieties in the CBD beauty brand markets. To make the deal equitable for your loyal consumer and your brand, offer cash or near-net pricing for them. Then, they become your affiliates. 

In Closing

These CBD marketing tactics exponentially grow your sales, reach, and brand awareness. Please reach out to speak with an expert in CBD advertising and marketing. We’d love to hear what you’re working on.

Talk to an Expert

Sources:

https://support.google.com/adspolicy/answer/2423645?hl=en

https://www.greenentrepreneur.com/article/362903

www.shanebarker.com/blog/cbd-marketing/

https://www.fda.gov/news-events/public-health-focus/fda-regulation-cannabis-and-cannabis-derived-products-including-cannabidiol-cbd

What is Delta 8?

What is Delta 8?

by | Feb 25, 2021 | Blog, Cannabis

What is THC & How Does It Relate to Delta 8?

Your average cannabis consumer may not be aware of the molecular structure of the plant and what are the chemical reactions happening. However, consumers continue to become more educated. It’s up to brands to educate consumers to make the best informed decisions. 

 

Psychoactive Properties of Cannabis: the cannabinoid molecule THC, known as tetrahydrocannabinol or Delta 9. Many of us are familiar with THC levels of specific cannabis strains (they are cited on packaging) and how one’s body and mind may react. Cannabis plants have a myriad of cannabinoids that provide different effects on the body and mind at different levels. Levels can vary between strains and modern growers are able to adjust the molecular structure to create different results and fine tune chemical levels.

 

CBD (cannabidiol) is another chemical in cannabis that is linked more to the effects cannabis has on the body. For example, the reduction of inflammation, anxiety, or a relaxation of the muscles. Most consumers understand the basic compounds CBD and THC which continue to evolve to provide consumers desired results.

The chemical reaction created by THC and CBD is by attaching to the body’s cannabinoid receptors living throughout the nervous system and the brain. Consumers all react differently to cannabis and it is important to have an accurate understanding of these reactions.

Delta 8 Advertising Solutions

So now you know the basics, however we are covering something new. We say “new,” but this lesser known cannabinoid has been around since land strains started growing, but at raw plant levels so minuscule that until only recently, have not been equitable to extract and bring to market. 

 

Hemp is a huge part of the industry, especially for it’s legal distribution through the Farm Bill. Delta 8 is the new product derived from Hemp. Hemp is known for being the non psychoactive counterpart of cannabis but now with Delta 8 things are changing.

 

What is Delta 8?

First we will give you the technical answer as written by the National Cancer Institute “ An analogue of tetrahydrocannabinol (THC) with antiemetic, anxiolytic, appetite-stimulating, analgesic, and neuroprotective properties. Delta-8-tetrahydrocannabinol (delta-8-THC) binds to the cannabinoid G-protein coupled receptor CB1, located in the central nervous system; CB1 receptor activation inhibits adenyl cyclase, increases mitogen-activated protein kinase activities, modulates several potassium channel conductances and inhibits N- and P/Q-type Ca2+ channels. This agent exhibits a lower psychotropic potency than delta-9-tetrahydrocannabinol (delta-9-THC), the primary form of THC found in cannabis.”

In short, it is a form of THC that is derived from Hemp CBD. Delta 8 provides some of the psychoactive effects that Delta 9 provides from traditional cannabis but not at the same potency. Which provides a low entry point for new users to explore cannabis without the high potency products that may be overwhelming for a new user.

Although it is chemically different from Delta 9 it can still be strong for users if not used carefully. By adjusting a small component of the legal hemp chemical chain, manufacturers are concentrating it and to provide users more effectively. 

 

This modification has led to the creation of products like Delta 8 consumables and hemp flower being sold online and in retail shops. Vape can no longer be shipped due to the PACT Act which is intended to keep vape and tobacco products out of the hands of children.

Cannabis retail is still staying strong!

 

Retail isn’t as impacted by these changes, as Delta 8 and Delta 9 products are available for purchase in recreational and medicinal states. However, since Delta 8 is classified as hemp, the Farm Bill protects Delta 8. Currently, there are many brands and cultivators that are fighting with the DEA to keep Hemp and Delta 8 legal. As of now, you can purchase Delta 8 online legally and have it shipped to most states in the US.

The fight is not over and details continue to evolve. Do you believe in these products? Join the fight and connect with the brands fighting to keep these products available for you. Can Delta 8 sustain and grow it’s popularity? We can only wait (actively if you’re joining the fight) and see how things progress and provide users with proper information to make the best decisions. 

Did your state make the list?

Legal

Alabama: Delta 8 is legal 

California: Delta 8 is legal 

Connecticut: Delta 8 is legal 

Florida: Delta 8 is legal

Georgia: Delta 8 is legal 

Hawaii: Delta 8 is legal 

Illinois: Delta 8 is legal 

Indiana: Delta 8 is legal 

Kansas: Delta 8 is legal

Kentucky: Delta 8 is legal 

Louisiana: Delta 8 is legal 

Maine: Delta 8 is legal

Maryland: Delta 8 is legal 

Massachusetts: Delta 8 is legal 

Michigan: Delta 8 is legal 

Minnesota: Delta 8 is legal 

Missouri: Delta 8 is legal

Nebraska: Delta 8 is legal 

Nevada: Delta 8 is legal 

New Hampshire: Delta 8 is legal 

New Jersey: Delta 8 is legal 

New Mexico: Delta 8 is legal 

New York: Delta 8 is legal 

North Carolina: Delta 8 is legal 

North Dakota: Delta 8 is legal 

Ohio: Delta 8 is legal 

Oklahoma: Delta 8 is legal 

Oregon: Delta 8 is legal 

Pennsylvania: Delta 8 is legal 

South Carolina: Delta 8 is legal 

South Dakota: Delta 8 is legal 

Tennessee: Delta 8 is legal

Texas: Delta 8 is legal 

Vermont: Delta 8 is legal

Virginia: Delta 8 is legal 

Washington: Delta 8 is legal 

West Virginia: Delta 8 is legal 

Wisconsin: Delta 8 is legal 

Wyoming: Delta 8 is legal 

Illegal

Montana: Delta 8 is illegal 

Utah: Delta 8 is illegal

Rhode Island: Delta 8 is illegal

Alaska: Delta 8 is illegal 

Arizona: Delta 8 is illegal 

Arkansas: Delta 8 is illegal 

Colorado: Delta 8 is illegal 

Delaware: Delta 8 is illegal

Idaho: Delta 8 is illegal 

Mississippi: Delta 8 is illegal 

Iowa: Delta 8 is illegal

Why would I purchase hemp over traditional cannabis?

 

The difference between hemp and traditional cannabis can be subtle to the uninformed consumer but cultivators see two completely different plants. This causes for a lot of debate when it comes to legalization. Which is why a lot of products tend to use hemp over cannabis because of its legality. 

 

Products that utilize hemp are able to ship more freely across state lines, while cannabis products can only be purchased from a licensed retail shop like a dispensary. Laws can vary from state to state on whether it is recreational or medicinal but Delta 9 THC products can’t be shipped to your door. 

 

When you purchase CBD products online, they should be derived from hemp or else they should not be able to ship you the product. Conversely, this is also for products you find in drug stores or CBD retail stores. Unless you have a license to sell cannabis like a dispensary would, you can’t sell any product that is directly derived from the cannabis plant. Especially if that product contains THC.

Delta 8 is the exception to this rule because it is derived from Hemp CBD. This is why it is such a unique product that is providing another avenue for the hemp industry to grow. 

 

CBD topicals and consumables are becoming increasingly popular and it is important that brands continue to educate consumers. That is crucial in the hemp industry because it is constantly changing and there are always new consumers curious about products that will fit their needs. Hemp has products for everyone from hemp flower to hemp sweaters.

You can wear hemp, consume it, apply it to your skin, and even build with it. The demographic for Hemp CBD continues to evolve because it can benefit people from all walks of life.

Quite an amazing product if you asked me! 

$4 CPM Video Ads - Cannabis & Delta 8 - Let's Talk!

Video Ads

Video Ads

by | Jan 19, 2021 | Ad Tech, Blog, Homepage Branded Graphic Only

Video is king! Content was King until we saw metrics start singing and dancing when that content was animated. But how can you make it king of your advertising and marketing strategy? Let’s look at what’s working and get to the “why,” of its place in your media buying mix.

What is Video Advertising?

Marketing professionals in programmatic video advertising define display ads as video content, such as those that start playing when a person puts a mouse cursor over them and native video ads promoted on digital ad networks.

The Current State of Video Advertising

Video advertising is one of the most popular ways to reach online audiences. Programmatic advertising experts believe video advertising will dominate the next decade, which suggests that now is an ideal time for marketing professionals to investigate how it could improve their reach and overall effectiveness with campaigns.

Although marketing with videos is gaining popularity, that doesn’t make it a guaranteed win for marketers. The results of an Irish study indicated 60% of respondents felt there was too much advertising associated with on-demand video platforms. (That would be you, YouTube) Also, 35% said they got frustrated with those ads because they prevented them from watching their desired content.

That narrative splits with programmatic video advertising. Instead of ads running “pre-roll” (before desired content) or “mid-roll” (which interrupts the desired content) video banner ads sit patiently next to that content. You brand is not making a bad impression by being rude.  Your customer consumes the content they intended to and eagerly pops into your message at their convenience.

Their convenience is key: they are ready to give you time, attention, and ideally, a conversion.

That being said, marketers must be exceptionally careful to create video ads the audience perceives as genuinely valuable and relevant. The placement of a video ad also matters, since the goal is to make any advertising content minimally disruptive. This directly contrasts with the intrusive and annoying nature of pre-roll video, and brings much better completion rates. When building your custom, targeted audiences, really take the time to consider who you are trying to connect with and test, test, test those creatives to each audience.

video ads cannabis DSP

Digital Video Advertising Trends

The digital video world is not static. Experienced marketers know they must stay on top of new developments to understand what audiences want and need. Learn about four relevant trends to watch.

1. Video Ads Are Not as Short

YouTube was one of the first platforms to offer six-second ads. Since late 2015, however, the most popular video ad length is 30 seconds. This data suggests that when it comes to video, people are willing to pay attention for a bit longer.

Here at Traffic Roots, our video player is dynamic to live on nearly all of our publishers ad units (160,000 publishers and counting) and can be any length that makes sense for your message.

2. Mobile Users Tune in Longer

Research indicates smartphone users are more likely to watch long-form video ads than those lasting only six seconds. Once they’ve watched for six seconds, 72% of users continue to engage. Plus, they’re committed to the video more than those on a desktop.

Even among mobile users, however, attention drops sharply after 22 seconds. This finding suggests marketers creating video ads for mobile should be mindful of length based on the type of traffic they want to attract.

3. Video Ad Spend Is Increasing

A report published in April 2019 confirms digital video ad budgets are up 25% year over year. The growth is more substantial in specific industries. In media and entertainment, for example, video-based ad spending increased by 75% since 2018.

Advertisers need to remain aware of these shifts, especially if their companies show signs of pending budget cuts. Forgetting about video ads could cause them to fall behind competitors.

4. Animation Is Getting More Popular

The goal of any video advertising campaign is to keep the viewer interested. Companies can achieve magic by using animation in their ads. Additions like cartoons blended with real-life footage and motion-tracked graphics can make the content lively, relevant and fun.

You’d be surprised to know that “real-life footage” does not just mean candid actors pushing your brand. We ran a highly polished product video ad over the holidays against a few clips from their real client reviews. Just normal people, talking about their beauty products… and guess what? The reviews were getting over 300% the engagement!

$4 CPM Video Ads - Includes Cannabis - Let's Talk!

 

KUL CBD, now QUL CBD Holiday Ads 2020

The professional content ran at around .4% CTR, while their organic, user generated review content video ad has continued to run well above 1.50% CTR!

QUL CBD is a luxury skincare line. Transform your beauty routine into a full spectrum wellness revival.

Think on that one for a moment: user generated content bringing three times the return on ad spend! If that’s not a win, I don’t know what is. Even our lead strategist was excited to be so surprised by these results. The reality is that consumers have become so accustomed to Instagram and YouTube videos that homogenized, professional videos look too much like a commercial. So, don’t be afraid to be approachable and organic. Make a few, test them out, just turn them off it they don’t move the needle.

Display vs. Video Advertising

A display ad is a paid advertisement that appears in the digital space, whether on a website, social media network or app. The earliest ones were the rectangular-shaped banner ads shown at the top of a site’s main content. Display ads aim to boost brand awareness and purchase intent. Expected click-through rates average 0.05% across banner formats. We see that jump incredibly when video ads are formatted to standard IAB banner sizes, for example, a 320×50 mobile or 970×250 billboard.

The excitement of video ads has woken display ads and compelled marketers to look for creative alternatives. That shift led to the use of video ads, which are great at driving awareness, engagement and conversions. In fact, 72% of people prefer video over text when learning about a product or service. And according to Forbes, the average internet user spends 88% more time on a web page that has video, compared to one without. In one study, using video on a landing page increased conversions by 86%.

Advantages of Video Ads

Marketers can benefit from numerous perks associated with video advertising. Video content catches users’ attention, and when people tune in, brand awareness goes up. YouTube recently announced opportunities for marketers to display their video ads with “edgy” creator content. There are plenty of other ways that marketers can make compelling video ads that capture the viewers’ interest –  the only limit is imagination.

Pro Tip: make your video ad sharable from your landing page to their favorite social sites! Bonus points if you set your macros to appropriate tracking and attribution reporting. (One of the many perks of using our amazing media buying team as a fully managed service.)

You can optimize video for mobile devices. As a starting point, that means your marketing team should ensure the video plays smoothly on mobile devices and looks great on small screens. Take the video’s orientation into account, too. For example, many people naturally use their smartphones while holding them vertically. However, that could change if a person wants to watch a video that lasts at least several minutes. Try to imagine what people will be doing when they initially encounter your video advertising methods, then adjust your creation strategy to fit.

Why You Should Include Video Advertising in Your Marketing Mix

Making video part of your strategy allows you to engage with audiences that ignore text and banner ads. As mentioned above, marketers are increasing the money they spend on video ads. If you overlook this trend, you’ll face a competitive disadvantage.

Getting someone to click on a static display ad means impressing them enough with a single appealing image or headline. Video advertising includes more elements users may find relevant or engaging. You could use a catchy song, a funny opening line or a relatable situation to get viewers hooked and urge them to watch the entire ad.

How Much Should You Invest in Video Advertising

The amount you invest in video advertising will vary based on your goals and financial resources. If you’re jumping into video ads for the first time, start gradually and scale up. Consider hiring some expert help to guide your early efforts, too. Although that’s not a requirement by any means, those professionals will have their finger on the pulse of video advertising trends. Moreover, they’ll be well-positioned to offer suggestions for crafting video content that matches your brand and helps achieve those all-important KPIs you choose.

Video Advertising Effectiveness

Video advertising works for several reasons. For one, studies conclude that roughly three-quarters of consumers prefer video content over text ads. They stick in viewers’ minds, making brand recall more likely. Videos tell stories and help a brand develop its voice. Plus, native advertisements can blend seamlessly with their surroundings.

Effective video marketing can generate millions of views and shares in a relatively short time, meaning you may not need to wait very long to see substantial payoffs. Check out the Christmas 2019 video by British retailer John Lewis that got over 9 million views after just over 2 weeks.Then, in an example of how videos can show how products fit a person’s lifestyle and needs, American retailer Target scored big with a Spanish-language commercial for Cloud Island, its line of baby products. The content lasts only 15 seconds but features adorable images of parents and infants. Only nine days after arriving on YouTube, the video had more than 579,000 views.

It’s difficult to predict what precisely causes a video ad to make a splash with the audience. That’s where it pays to work with a Video Marketing Strategist. No one nerds out harder than a creative data analyst. They are hard to come by and run about $300 an hour… more if they are skilled in highly regulated industries. You’ll be pleased to know that when you opt for managed solutions with Traffic Roots, your entire media buying team is lead by the most powerful digital marketing strategist for highly regulated industries in North America.

Are you ready to jump in and start reaping the rewards of video advertising? Send us a note, let’s do this!

5 Seconds to a Click and Conversion

5 Seconds to a Click and Conversion

by | Dec 15, 2020 | Ad Tech, Blog

Clickbait: What is that?

I can’t believe you just clicked on that. What were you thinking??

Yes, that’s where this blog is going, it is time to be honest and really dig in.

The truth of the matter is that no matter who you are that first line did something for you. It caused an emotion for you. That emotion could be that you are confused as to what we are talking about. It could be you are literally trying to think what you clicked on. Maybe, you feel foolish initially because you may have clicked something you shouldn’t have or you are afraid you clicked on something harmful. 

Allow me to introduce you to the topic of this blog; hook lines. This can be known as clickbait or copy. We realize that clickbait has a negative connotation, especially in a world of ‘fake news’ that we live in. The reason that it is an issue is because some people try to mislead people to something that does not pertain to the content that catches your eye. 

However, it is not a bad thing to have content that baits people to click. Fish go for the bait because it is appealing but they die if they do that. Luckily, your consumers can go for the bait and get a high quality product. This is why it is important to provide value for your clients. 

If your ads are really misleading and your products do not align with the intention then you will have a lot of angry customers if any at all.

Clickbait gets a negative connotation but it shouldn’t be seen that way because it can provide you brand great value. Ultimately, you are achieving your goal and you are getting attention to your brand which is what every single marketer struggles with everyday. 

Human emotions are a wonderful thing and we need appeal to humans that are the ones seeing the ads even though it is a digital game. Headlines spark out natural human curiosity. We want to know more because that line caught our interest.

Curiosity isn’t the only emotion that is activated but we can also feel anger, lust, envy, fear, and many other emotions that will get people to take action. 

You’re really doing your customers a favor by providing them clickbait. Does that sound selfish? Maybe it is a bit selfish but e-commerce is a world with so many choices and can be incredibly overwhelming. Choosing the right product when you have so many options can be difficult so providing an engaging message to users helps them find your products and see how valuable they are. You can utilize storytelling to build interest and engagement with users and keep it light to interest them in receiving more information, thus building a lead magnet. 

The goal doesn’t always have to be a sale!

Building a strong following and leads can be very valuable and potentially generate a higher lifetime value for a client. 

Some of you may not understand what clickbait is so let’s provide some examples because it’s actually nothing new. The fact that it is online and you can click on the ads is what makes it specific and relevant but the concept is nothing new. It’s really about creating a captivating message that grabs your attention. 

He did what??

Clearly, this shows a farfetched story that sparks your interest because of the absurdity of it. I am sure you would be inclined to read this paper just to satisfy your curiosity. It is a clear example that “clickbait” is nothing new and marketers have been doing it since marketing began. We are seeing highly targeted campaigns reaching users that are actively ready to buy across our network. Campaigns offering deals and discounts in their holiday advertising have performed 5x better than simple branding campaigns. Driving more sales will allow you to justify the discounted rates for the holiday season. Depending on your product you can generate amazing lifetime value from converting them with a first time discount. Everyone is looking for deals right now. The trick is to make your deal so appealing that they can’t resist. 

We realize that you may be on the lookout for misleading clickbait but we have to see past those that are utilizing clickbait for evil purposes and wrongdoing. At the end of the day they are ruining it for the good marketers because clickbait is not all bad. 

If you have an amazing product or provide a great service then you must find the best ways to get the word out to more people. Customers will never be disappointed in clicking your ads because it led them to something of great value.

So keep testing clickbait and getting the word out about how amazing your brand is and it will be appreciated by your ideal customers.

Holiday Digital Marketing Tips

Holiday Digital Marketing Tips

by | Dec 4, 2020 | Blog, Strategy

Holiday Marketing

We know you keep hearing how important holiday sales are and how you have to stay out in front of your clients to continue to drive awareness for your brand. So why aren’t you listening?

Did you think this was going to be a nicer blog?

The truth is as a brand you have to be doing all of these things to continue to scale and grow. Unfortunately, we see lots of brands put marketing on the back burner and not commit fully to driving more traffic and testing out to improve results. In this blog we will cover strategies and tips that will help you get a better hold on your holiday marketing strategy. It is not too late to drive sales and it is never too late to drive more awareness for your brand. Get people interested in your brand and your mission. This will create a great loyalty and a solid customer base for years to come.

Holiday Marketing – Push For Sales

I can’t stress this enough, you must take advantage of the holiday season and use the opportunity of holiday shoppers to learn more about your customers and yourself. Active shoppers can quickly show you what they like and don’t like. This allows you to dig deep into the data and adjust your strategy accordingly. Holiday marketing is you barometer for the next year.

It is important to learn about your customers and follow them through their journey on your site. Although you are seeing a lot of other brands pushing and it may seem that the playing field is tough you still have to get out there and fight for those customers. Find a way to best appeal to customers and grab their attention.

We are seeing highly targeted campaigns reaching users that are actively ready to buy across our network. Campaigns offering deals and discounts in their holiday advertising have performed 5x better than simple branding campaigns. Driving more sales will allow you to justify the discounted rates for the holiday season. Depending on your product you can generate amazing lifetime value from converting them with a first time discount. Everyone is looking for deals right now. The trick is to make your deal so appealing that they can’t resist. 

 

Custom Links and Creatives

New marketers make the common mistake of sending users to a single page. Every shopper… lumped together with no consideration for what drives and motivates their wallet. If you want to truly create results, you must generate different landing pages that speak to your custom audience. This allows you to gather more data and provide users relevant information in conjunction with the ad creatives you are running.

Holiday Advertising and Checkout

If your ad has a discount but users can’t find the actual promotion they were offered, they are going to be quite. And fast (so watch those bounce rates in analytics!) This is a situation where sending users to the wrong page can actually be detrimental to your brand and make it look as if you are misleading buyers. I am sure you would be upset if you were excited about the brand you love giving you a deal only to find out that there is no deal. User experience is key. Trust is very important when you are looking to create a long lasting brand. 

Same goes for the imagery and copy that you add to your advertisement. You want to include imagery that goes with the season and continues to stay fresh and relevant. Using holiday relevant content will show potential clients that your products are not outdated. It shows that your brand is staying fresh and continuously catering to clients. Using the same general ads that you used at other times of the year will not stand out to clients because they become so accustomed to them that they just ignore them. “Banner Blindess.” Sadly, this is done subconsciously and I am sure you have done it yourself. Ads get stale and holiday ads have a small lifespan so you need to have enough ads to test and get data quickly. Remember you still want your branding and mission to stay consistent but you have to test imagery and copy to achieve the best results possible. 

This is relevant whether you are a CBD topical brand looking to provide users better skin or a car dealership looking to drive more car sales for gifts and end of year sales. Check out the examples to see.

Holiday Marketing Strategy 

As you can see, you definitely do not want to miss the opportunity to market to an active purchasing audience. Everyone is looking for guidance right now on what to purchase for gifts or simply treat themselves for the holiday season. So make sure you have all the landing pages and product pages ready to go and begin testing today. Traffic Roots gives you extensive data to make educated decisions on your ads. If you are tracking everything properly you will find that it is easy to scale up what works for you. Our team can always help out to make sure you have all these things in place. Connect with an experienced Traffic Roots media buyer today.