Why Cannabis Brands Need CTV

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In this episode, Arthur Querou, founder of Vibe.co, and Adam Terry, CEO and co-founder of Cantrip Seltzer, unpack how Cantrip (a hemp/THC beverage brand) uses Vibe.co to turn streaming TV into a performance acquisition channel — not just branding. They dig into targeting, creative strategy, measurement, and scaling in a regulated vertical.

What you’ll hear:

• Why CTV is more than just prestige — how hyper‑targeted performance TV delivers ROAS
• How Vibe.co’s identity-first model differs from inventory-first CTV platforms
• Creative strategies that work (and decay) in this new channel
• Lessons in scaling — starting with retargeting, measuring incrementality, managing creative fatigue
• The future: AI + hyper-personalization in TV ads

Key moments to listen for:

• Adam’s early success in 3–4× ROAS within weeks of testing CTV
• Arthur’s view that “Vibe buys identity first” as a core differentiator
• Their predictions on AI-generated individualized ads
• If you're a performance marketer or DTC founder curious about how streaming TV can actually move the needle — especially in restricted verticals — this is a must-listen.

Learn more about Vibe.co here:

http://vibe.co/

Timestamps

00:00 - How Vibe Differs from Other CTV Platforms

02:00 - Why Cannabis Brands Thrive on Vibe

04:00 - Measuring ROAS and Performance on Vibe

07:00 - Hyper Targeting and Buyer Profiles Explained

10:00 - How Cantrip Uses Data for Smart Targeting

12:00 - Scaling CTV Campaigns vs. Meta Ads

15:00 - Why TV Ads Build Trust and Prestige

17:00 - Buying Identity vs. Inventory in CTV

20:00 - Cantrip’s Path to Profitable CTV Ads

23:00 - Using AI Tools to Create Effective CTV Ads

25:00 - What Type of Creatives Work Best on CTV

27:00 - The Future of AI-Generated Ads on TV

29:00 - How Vibe Uses Household-Level Data for Targeting

32:00 - Hyper-Personalized Ads and The Future of Targeting

33:00 - Vibe’s Growth Story and CTV Momentum

35:00 - Incrementality, MMM, and Measuring CTV Success

36:00 - Cantrip’s Q4 Plans and the Rise of AI Creators

37:00 - How to Get Started with Vibe.co

Hashtags

#CTV #StreamingAds #PerformanceMarketing #DTC #AdTech #VibeCo #Cantrip #ConnectedTV #AIAds #MediaBuying #Programmatic #DigitalAdvertising #MarketingStrategy #BrandGrowth #AdPerformance

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