How To Thrive In Cannabis Advertising, Mastering The Market With Lauren White Of

In a recent episode of Benzinga’s Cannabis Insider podcast, Lauren White, director of partnerships at, shared a wealth of insight into the dynamic landscape of advertising in the cannabis industry.

Opportunities Beyond Federal Rescheduling

“With the U.S. Department of Health and Human Services recommending the reclassification of cannabis, we’re on the brink of unlocking marketing and advertising opportunities at scale,” White said. This anticipated shift could alleviate some of the tax burdens that currently hamper cannabis brands, opening new doors for widespread advertising. 

Yet, with her deep expertise in the U.S. and Canadian markets, White cautions against waiting for regulatory changes to act. She urges cannabis brands to “do what you can do right now, and do it well.”

Given the critical regulatory shifts discussed by White, don’t miss a beat of the fast-changing landscape of cannabis advertising, which will be discussed at the highly anticipated Benzinga Cannabis Capital Conference in Florida this April 16-17, 2024.

Lessons From Alcohol To Cannabis

Facing the challenges of compliance, White drew parallels between her experiences in the alcohol industry and the burgeoning cannabis sector. Her journey, from running a marketing agency to delving into the cannabis space, highlights the unique hurdles of advertising in the sector. Unlike other industries, cannabis brands often find traditional marketing channels blocked due to federal regulations.

Innovative Strategies And Accurate Tactics

Furthermore, White suggested a pivot towards less conventional strategies, emphasizing the importance of direct partnerships and omnichannel video ad tech solutions. “Be nimble,” she advises, pointing to the success of leveraging programmatic streaming and direct video to bypass traditional barriers.

Discussing targeting tactics, White underscored the significance of brand authenticity and knowing your audience. From leveraging consumer database lists to employing third-party tools, the goal is to engage with precision.

Educational Content And Current Trends

White also addressed the critical role of educational content in cannabis advertising, emphasizing informational ads that lead to dedicated landing pages for education, rather than direct product promotion.

Looking to the future, she predicts the rise of addressable TV and cross-device marketing as key trends, alongside a push for more immersive and premium dispensary experiences. “There’s a gap to commercialize the products,” White said, envisioning a future where cannabis products are as accessible and normalized as what we see on the wine and beer shelves.

For a deeper dive into Lauren White’s insightful conversation, watch the full conversation on Benzinga’s Cannabis Insider via our YouTube channel:

There’s no better time to dive deeper into the ever-changing landscape of cannabis advertising. Join us at the upcoming Benzinga Cannabis Capital Conference in Florida at the new Hollywood venue on April 16 and 17, 2024. The two-day event at The Diplomat Beach Resort will be a chance for entrepreneurs, both large and small, to network, learn, and grow. Renowned for its trendsetting abilities and influence on the future of cannabis, mark your calendars – this conference is the go-to event of the year for the cannabis world. Get your tickets now on – Prices will increase very soon!