Beating the Odds with OOH
GeekOUT Fast Fact Friday
Earlier this year, both the PowerBall and Mega Millions Lottery hit near-record jackpots. As the jackpots kept climbing, people from all around the country scrambled to their local convenience stores and gas stations to try their luck. Even if you’re not a gambler, the idea of turning a $5 ticket into $750 million makes you rethink things!
Given that purchasing a lottery ticket can often be an impulse buy, it should be no surprise that out of home is the perfect medium to influence prospective players as they go about their daily activities. Lotteries seem to agree with utilizing OOH as well, with state lotteries being represented in the top OOH spenders lists in 75% of the DMAs available from Kantar during 2020.
If state lotteries spending in OOH isn’t enough, according to Simmons, 74% of those that have bought a state lottery ticket in the past 12 months have seen an OOH advertisement in the last 30 days. That is 7% more likely to than the total population!
Weekly drawing games are also very popular among OOH viewers, with 22% of those that have seen an OOH advertisement in the past 30 days reporting they have purchased a Lotto ticket in the last year. For games like the Mega Millions or Powerball, 34% of those that have seen an OOH ad in the past 30 days have played the Powerball, while 32% played Mega Millions!
With that said, it’s easy to see how OOH presents a great opportunity for state lotteries to reach audiences across the country. Over the past 10 years, sales of state lotteries nationwide have increased by over $32 Billion dollars, while revenues have increased by close to $9 billion in the same period.
We hope that by utilizing OOH, they can continue to draw more impressions, influence more players, and continue to grow their jackpots!
Want to learn more about Lottery audiences and their relationship with OOH?
The full report on lottery audiences and their media habits is available to all Geopath members via our geekOUT Library, and can be accessed by logging in with your current Geopath credentials