Why Cannabis Brands Must Embrace Connected TV Platforms in a Funnel-Free World

At this year’s NewFronts, Google declared what many marketers have long suspected:

The traditional marketing funnel no longer reflects how people actually shop.

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Today’s consumers jump between streaming, scrolling, searching, and shopping, often all in the same session. Their path to purchase is nonlinear, fragmented, and fast-moving—and cannabis advertisers need to catch up.

Today’s consumers path to purchase is nonlinear, fragmented, and fast-moving——they bounce between connected TV platforms, mobile devices, search engines, and social apps in a constant loop of discovery and decision-making. For cannabis advertisers, that means success depends on showing up wherever your audience is, especially on CTV, where engagement is surging.

As Kristen O’Hara, Google’s VP of agency and client solutions, put it:“It’s clear that the old definition of CTV no longer applies, and marketers have a tremendous opportunity to show up for audiences wherever they are.”

Why This Shift Matters More for Cannabis Marketers

Cannabis and CBD consumers are no exception. In fact, they’re often early adopters of new platforms and digital behaviors. But with restrictions on traditional media buys and retail advertising, cannabis brands can’t afford to guess where their audiences are spending time. They need to know—and they need a compliant way to show up. That means understanding:

• Which platforms consumers are using (CTV, YouTube, mobile apps, DOOH screens)
  
• How content consumption habits are shifting (live events, short-form video)
  
• What messaging resonates in each context (entertainment vs. education vs. point-of-sale)
  

Take YouTube, for example: “If we’re not reaching them on YouTube… we may not be reaching them at all,” said Costco’s Mark Williamson. He’s right—and brands can run compliant cannabis YouTube campaigns when paired with the right targeting and inventory controls.

The Rise of Connected TV Platforms for Cannabis Advertising

CTV—especially cannabis-friendly connected TV platforms—has become a must-have channel. While Google’s DV360 touts massive CTV reach, it’s not cannabis-friendly. That’s where MediaJel steps in. We offer access to compliant streaming platforms, age-gated targeting, and full campaign transparency—something major DSPs can’t.

The Better Path: Omnichannel Cannabis Campaigns with MediaJel

At MediaJel, we help cannabis and CBD brands adapt to this funnel-free world with omnichannel, device-aware media plans that reflect how consumers actually behave.

We provide:

• CTV campaigns across cannabis-friendly streaming platforms
  
• Compliant YouTube ads with behavioral and contextual targeting
  
• Age-gated audience building with DemoGraph™, our proprietary audience curation engine
  
• Device graph mapping to follow users across screens
  
• Full transparency and placement control to avoid non-compliant inventory
  

Because the path to purchase may no longer be linear—but it can still be strategic.

Ready to Reach Cannabis Consumers on CTV?

Tap into compliant, cannabis-friendly streaming inventory and deliver high-impact video ads where your audience is already watching. Interested in advertising on connected TV platforms? Explore Our Cannabis CTV Advertising Solutions!

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