Driving site traffic for Canada’s high-quality cannabis brand, FIGR with GumGum’s contextual targeting technology.

Viewability (nearly 2x higher than the industry benchmark of 53.8%)

93.83%

CTR (10x higher than the industry benchmark of 0.12%)

1.13%

Mobile engagement (3x higher than the industry benchmark of 12.2%)

38.18%

Challenges

FIGR’s primary goal was to drive quality site traffic to their website while ensuring brand safety and alignment with premium content.

Methodology & Strategy

GumGum used its contextual targeting technology to align FIGR’s messaging with cannabis-related content across a brand-safe and premium platform, focusing on geo-targeted Canadian provinces and adults aged 25+.

Performance & Results

The campaign exceeded all industry benchmarks helping FIGR standout in the challenging space for cannabis advertising.

Finding FIGR Audience

GumGum’s Contextual targeting was used to match FIGR’s ads with content about cannabis, dispensaries, legal cannabis, farm-grown cannabis, high-quality cannabis, and more. Geo-targeted was deployed to reach adults in specific provinces in Canada, focusing on adults aged 25+. We then retargeted users who visited the landing page to encourage them to come back to explore further.

Audience Engagement

Our high-impact creative was delivered through GumGum’s premium publisher platform, ensuring high viewability and engagement. Placed ads on top-performing sites like Daily Mail, Complex, and Gimme Some Oven. We also leveraged contextual alignment with cannabis-related keywords such as strain, edibles, cannabis, and bud.

93.83%

Viewability (nearly 2x the industry benchmark)

1.13%

CTR (10x the industry benchmark)

38.18%

Mobile engagement (3x the industry benchmark)