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Navigating Regulations: OOH Advertising for the Cannabis Industry

Wilkins Media

March 14, 2024 • 2 min. read

In the rapidly expanding cannabis industry, brands face a unique challenge: marketing their products effectively within a web of legal restrictions and societal perceptions. With stringent regulations on digital advertising platforms, cannabis brands are turning to alternative methods to reach their target audience. One such method that has shown tremendous promise is out-of-home (OOH) advertising.

Increasing Brand Awareness 

One of the primary advantages of OOH advertising for cannabis brands is its ability to generate  brand awareness. Billboards strategically placed in high-traffic areas can capture the attention of a diverse audience, including both existing consumers and potential new customers. By leveraging eye-catching visuals and concise messaging, cannabis brands can generate awareness with consumers, fostering brand recognition and recall.

Driving Foot Traffic to Dispensaries

OOH advertising can serve as a powerful tool for driving foot traffic to dispensaries and retail locations. By strategically placing advertisements near dispensaries or in areas with high concentrations of potential customers, cannabis brands can entice passersby to visit their storefronts. Coupled with compelling offers or promotions, OOH campaigns can incentivize consumers to make a purchase, thereby boosting sales and revenue.

Targeting a Specific Audience

Moreover, OOH advertising allows cannabis brands to target specific demographics and geographic regions effectively. Through careful selection of placement locations, brands can tailor their message to resonate with the right target audience while adhering to regulatory guidelines. For instance, ads can be strategically placed near dispensaries or nightlife areas with high concentrations of the brand's target demographic, ensuring maximum impact and relevance, while completely avoiding areas leaning towards families or children. Place based advertising is also a great strategy as it allows for contextual relevance. For example, placement in bars automatically delivers a 21+ year old audience that may be more likely to be interested in cannabis brands. 

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Signaling Legitimacy

OOH advertising offers a level of authenticity and legitimacy to cannabis brands, helping to destigmatize the industry and normalize its products. By showcasing responsible messaging and adhering to regulations, brands can position themselves as credible players within the market, earning the trust and loyalty of consumers.

Compliance with Regulations

While regulations surrounding cannabis advertising vary from region to region, OOH advertising often provides a compliant and transparent medium for brands to convey their message. By adhering to local laws regarding the placement and content of advertisements, cannabis brands can avoid legal pitfalls while still reaching their target audience effectively. Successful OOH advertising campaigns for cannabis brands require careful planning, local market knowledge, and execution. Collaborating with an experienced  partner like Wilkins Media can help ensure compliance with regulatory requirements while maximizing the impact of the campaign.


By leveraging the unique advantages of OOH advertising, cannabis brands can elevate their visibility, drive sales, and carve out a niche in this burgeoning industry. As legalization continues to expand and attitudes toward cannabis evolve, OOH advertising will undoubtedly remain a powerful tool for brands looking to raise awareness, drive engagement, and foster brand loyalty in an increasingly competitive market. 

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