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LOVA Dispensaries Drives More In-Store Sales with Location-Based Targeting
"With the audience and advertising capabilities of the Surfside Platform, we were able to launch campaigns like competitor conquesting, which helped drive a real return for each location. We could even look at how many visits and purchases could be attributed back to the ad campaigns, which helped us continue optimizing our dispensary marketing strategy."
Challenge
Colorado-based LOVA Dispensaries wanted find an advertising partner that could help drive more customers to specific dispensary locations while staying compliant with local advertising regulations related to location-based targeting.
Results
To ensure that ad campaigns were compliant with local advertising regulations, Surfside first identified device owners who were 18+ for medical cannabis and 21+ for adult use cannabis through our Consumer Graph, which identifies current and future cannabis consumers based on their age, demographics, purchase and location behaviors. Additionally we only served ads on mobile devices, specifically on mobile apps, to ensure that the application was installed by the owner of the device and had an easy opt-out feature.
Surfside's location fraud technology provided an extra layer of security, making sure that consumers were actually in proximity to a store or within the bounds of a competing store when served in-app.
With the audiences segmented to ensure that each ad would remain compliant and reach the right customers, Surfside partnered with LOVA to design market-specific ad creative and optimize ad units with clear CTAs that highlighted products and trends that were most relevant to local cannabis consumers.