Marketron has announced new capabilities in the Marketron NXT digital advertising platform for advertisers operating in industries that face restrictions, including cannabis, CBD, gambling, alcohol, fireworks and politics. The company says these in-demand, custom solutions enable broadcasters to support more advertisers, driving revenue in previously limited verticals.
The regulations in these categories have made it difficult for traditional media to capture the significant ad dollars available. Marketron says NXT customers can now help advertisers in these categories find audiences through safe and responsible digital advertising tactics.
“For many broadcast and media companies, the addition of restricted category advertising will open up a well of revenue previously unavailable to them,” said Todd Kalman, senior vice president of sales at Marketron. “Just as importantly, it will do so in a way that will produce the best results for advertisers in these categories.”
In the cannabis industry, for example, sales are projected to top $33 billion by the end of 2022. There are now close to 10,000 dispensaries across the U.S., with 38 percent of states permitting its use, including recreationally. These businesses have advertising dollars to spend and are anxious to reach consumers.
Marketron says it has two cannabis advertising solutions. The Basic package helps advertisers target cannabis users through display, display geofencing and retargeting to get those products in front of new customers. The Plus package allows advertisers to use display, display geofencing, video, video geofencing and retargeting to expand their presence with the target demographics further.
“With sports betting rising in popularity and casinos looking to reach new audiences in a post-COVID era, there are significant advertising budgets now available to local broadcasters,” Kalman added. “The opportunity is great, and broadcasters should take advantage of it.”