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Redefining cannabis advertising with DOOH

Eaze_Feature_Image (1)

Industry

Cannabis / Regulated Retail

Challenge

Eaze set out to grow brand awareness and drive orders across California, but doing so in the cannabis industry meant navigating a maze of strict legal restrictions. With tight limitations on where and when ads could appear, they needed a fully compliant and data driven strategy to break through the noise without breaking the rules.

Results

The campaign drove strong brand lift, with 51% of consumers recalling seeing an ad for Eaze and 41% of those aware indicating they were likely to order. Eaze also achieved leading brand recognition in both Northern and Southern California markets.

Key Product

Programmatic digital out-of-home (DOOH) with advanced geo-targeting and compliant venue filtering via Vistar Media’s platform.

www.eaze.com
51%
of consumers recalled seeing an ad for Eaze

The challenge

Navigating regulation while shifting perceptions

Eaze, a pioneering cannabis software platform and delivery marketplace, set out to normalize cannabis consumption and expand its footprint across California. But the brand faced a familiar challenge in the cannabis industry: legally and compliantly advertising in a heavily regulated media landscape.

To overcome this, Eaze partnered with Vistar Media to activate a programmatic digital out-of-home (DOOH) campaign that would deliver targeted, compliant and memorable advertising to adult consumers in everyday environments.

The solution

A data-driven campaign built on compliance, precision, and performance

Eaze set out to launch a dynamic and fullycompliant campaign that connected with consumers throughout their day—at home, at work and on the move—without crossing any regulatory boundaries. With support from Vistar Media, the brand deployed a multi-format DOOH campaign across:

  • EV charging stations, where consumers dwell in key metro areas
  • Taxi tops, delivering mobile reach in compliant zones
  • Billboards, driving awareness across high-traffic corridors

Blazing new targeting standards

Cannabis advertising requires a hyper-localized approach. Vistar collaborated with Eaze’s legal team and media owner partners to ensure full regulatory compliance, removing any venues within 1,000 feet of restricted points of interest, including:

  • Schools
  • Rehabilitation centers
  • Youth centers

Using a custom point-of-interest (POI) list, Vistar ensured ads were only delivered at pre-approved locations, streamlining compliance from day one.

Day-parting to match delivery hours

To align media spend with operational capacity, Vistar deployed day-parting technology that only ran ads during Eaze’s delivery hours (8am–10pm PT). This meant audiences saw ads when they were most likely to act, creating tighter alignment between exposure and conversion.

Geo-targeting taxi ads in real time

For mobile formats like taxi tops, Vistar used real-time geo-targeting to serve ads only when vehicles entered approved delivery zones. If a taxi left the designated boundary, the ad would automatically pause, making Eaze the first cannabis brand to leverage this level of precision in a programmatic DSP environment.

The results

High recall, strong intent, and regional leadership

Eaze conducted a Market Pulse brand study to evaluate awareness, consideration and intent across campaign regions. The results speak volumes:

  • 51% of consumers recalled seeing an ad for Eaze
  • 41% of consumers aware of Eaze were likely to place an order
  • Eaze ranked as the most recognized cannabis delivery platform in both Northern and Southern California.

This DOOH campaign not only raised visibility but reinforced Eaze’s leadership in an increasingly competitive marketplace.

"Vistar’s innovative platform provided additional coverage to effectively target consumers compliantly, which contributed to the team’s successful summer celebration and Labor Day campaigns."

Sheena Shiravi
 VP of Marketing | Eaze

The takeaway

Compliance and creativity can coexist in cannabis advertising

Eaze’s campaign proved that cannabis marketers don’t have to compromise on creativity or scale to stay compliant. With Vistar Media’s platform, the brand achieved regional dominance by reaching real-world audiences at real-world moments, without violating local regulations.

By combining venue-level filtering, advanced geo-targeting and time-based activation, Eaze set a new standard for compliant cannabis marketing in the DOOH space.

Want to execute a compliant and high-performing DOOH campaign?

Vistar Media helps cannabis and regulated brands like Eaze tap into smart targeting, contextual timing, and precise delivery to make every impression count. Contact us to learn how we can help you scale responsibly and effectively.