It’s a new year and everyone is ready to make the most of 2020. New Year’s resolutions are still going strong (hopefully), and everyone is making big plans to better themselves, try new things, or visit new places. But where could one find the time or money to do all they have planned? By winning the lottery of course! The constant barrage of ads you’ve seen highlighting the potential winnings have convinced you. Who cares about the odds, maybe this year may bring some extra luck your way as well?
It should be no surprise that state and interstate lotteries (such as Powerball) are huge spenders in advertising, as they work to bring would-be jackpot winners into taking a chance on the game. But out of all the advertising mediums lotteries use, which is the most effective in reaching potential consumers?
Those funny lottery commercials may be entertaining to those who see them, but they may not be effective in reaching potential lottery players. According to Simmons, more than half of those that report purchasing a state lottery ticket once a month say they typically avoid watching television commercials (53%, Index 103). The story is much the same with interstate weekly drawings, with 53% of those that report participating in a Mega Millions drawing in the last 30 days say they typically avoid commercials (index 104)
However, OOH cuts through the advertising avoidance. More than 7 in 10 of those that have purchased a State lottery ticket at least once a month report noticing an OOH advertisement in the last 30 days (72%, Index 103) Avid players are also frequent consumers of OOH advertising, with more than 3 in 4 of those who have participated in a Mega Millions weekly drawing reporting they have noticed an OOH ad in the last 30 days – 10% more likely than the total populations! (76%, Index 110)
Reaching Lottery Consumers with Geopath Insights
As reported by Geopath Insights, the inventory we currently measure across the US accounts for 31 Billion impressions among those that report buying any lottery ticket in the past 30 days. This inventory also accounts for 4.5 Billion impressions among those that have bought 5 or more lottery tickets in the past 30 days! Talk about effectively reaching this audience!
Want to explore more lottery-related audiences that you can target with Geopath Insights? Check out the image below and see some of the other audiences we have!