Digital Advertising Best Practices: DO’s and DON’Ts

Digital Advertising Best Practices: DO’s and DON’Ts

Prepared by OCA Members, Surfside.

  • DON’T show any form of consumption in a digital advertisement.

  • DON’T use any minors or imagery that is appealing to minors in your ads.

  • DON’T make any false health claims

  • DO make sure all your ads contain the required disclaimers.

  • DO advertise personalized content and messaging tailored to the historical purchase habits of your target audience.

  • DO educate consumers with always-on visible content to ensure you have quality website traffic to drive e-commerce and online sales/pre-orders.

  • DO reach known cannabis consumers with 1st party purchase-based targeting on smartphones, tablets, laptops, connected TVs, audio streaming, and OOH.

  • DO drive targeted brand awareness, retail discovery, engagement, in-store foot traffic, and eCommerce sales.

  • DO set up closed-loop measurement to understand the real return on ad spend (ROAS) of all your marketing dollars, in-store and online!

  • DO advertise on premium publishers such as Buzzfeed, CNN, Rollingstone, Vibe, etc., to ensure your message is seen on highly trafficked websites and apps.

Surfside is an end-to-end marketing technology that aggregates your 1st party data across all customer touchpoints. Allowing advertisers the ability to better understand, target, and measure how to influence current and future customers. Surfside maintains the largest cannabis consumer dataset in the US and CAN and associates purchase, visitation, and behavioral data to their desktop, mobile, and other connected devices to allow advertisers the ability to activate these findings for marketing purposes. Through integrations into point-of-sale, e-commerce, and other relevant platforms, Surfside understands what type of people are buying cannabis products so advertisers can better target consumers based on their cannabis buying habits. Personalizing how advertisers reach their clients while they are at a competing dispensary or after they abandon cart during the online shopping experience, Surfside can tell you what ads and tactics are driving actual sales to help grow your business.