Cannabis consumer software and services company Fyllo has partnered with Comscore to deliver purchase data and digital demographic data so brands can reach the growing cohort of cannabis consumers. Understanding these users through better data empowers marketers across all categories, not just the cannabis market.
In recent years, Fyllo has assembled a number of media, retail and regulatory solutions around its Fyllo Compliance Cloud, providing ways for marketers in a highly regulated market to reach recreational users of cannabis, as well as users of cannabidiol (CBD) products.
Reaching cannabis and CBD users. This partnership combines Comscore’s demographic data on digital media with Fyllo’s targeted cannabis user purchase data. “This partnership is taking a step toward targeting, addressability in adtech, triggering purchasers, DSPs, and all things programmatic on CTV and other media,” said Ryan Wolin SVP, BD & data strategy for Fyllo Compliance Cloud.
Purchase data that can be combined in a privacy-compliant way with digital media consumption demographics enables more brands, including non-cannabis “mainstream” marketers, to reach this growing cohort through digital channels like CTV. As cannabis products become more widely used, these consumers can be messaged about packaged goods, consumer electronics, financial services or any other category.
Demographics, not stereotypes. Marketers who assume that cannabis consumers are low-functioning “stoners” are missing opportunities to engage with a growing demographic. Consumers use cannabis and CBD products for recreational as well as medicinal benefits.
As more states legalize and introduce regulated markets for these products, the behaviors and tendencies of cannabis consumers are taking shape.
Why are cannabis consumers attractive to marketers in other categories? In many cases they are “first movers” and early adopters, Wolin said. “For marketers, a lot of this is an incremental reach play, finding these consumers in a different context based on the content they’re watching,” said Jessica Trainor, VP programmatic partnerships at Comscore. “It’s a strategy within an overarching campaign — let’s do this messaging to reach early movers in home technology, for instance, and use different creative.”
Not your average consumer. According to a 2021 National Cannabis Study by MRI-Simmons, when Cannabis and CBD consumers are compared to US consumer averages, this consumer is:
- 36% more likely to run a marathon/triathlon
- 30% more likely to go to concerts regularly
- 30% more likely to be first to try new technology
- 28% more likely to go spinning
- 79% more likely to stay at a luxury hotel
- 52% more likely to have spent $100+ on beer in the last 30 days
- 76% more likely to buy organic baby food
- 39% more likely to buy sports gear online
- 26% more likely to buy groceries online
Why we care: We’ve seen data collaborations emerge as a big trend in digital marketing due to the anticipated challenges surrounding the phasing out of third-party cookies and more stringent privacy legislation. The Fyllo and Comscore partnership might tip the scales for marketers by making contextual targeting possible for a growing and likely valuable cohort market. A “mainstream” CPG or beverage brand is already marketing to cannabis users, they just don’t know it yet. This collaboration allows brands to serve smart campaign messaging and get the most out of their spend by connecting in a more meaningful way.
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