Why CTV, Rich Media, DOOH, and In-Store Audio Work Better Together
Scratch-off tickets have long been the workhorse of U.S. lotteries. Fast, familiar, and during the holiday season, a go-to impulse gift. In FY2024 alone, instant games drove more than $63 billion in sales, accounting for over 60% of all traditional lottery revenue. But how and where those tickets end up in shoppers’ hands is changing.
Today’s lottery buyers are navigating a complex mix of digital noise, time-crunched routines, and hyper-personalized expectations. Reaching them takes more than a catchy jingle or static POS display. It takes a modern media strategy that cuts through distraction and meets consumers wherever they are – on the couch, in the car, at the store, or scrolling on their phone.
That’s where channels like CTV, rich media, digital out-of-home (DOOH), and in-store audio come in. When these formats work together, they can do more than drive awareness. They can shift behavior, boost intent, and convert foot traffic into real sales.
In this post, we’ll break down the media trends shaping scratch-off growth, the role of cross-channel coordination, and how to build a holiday campaign that actually moves product, not just impressions.
Scratch-Off Trends to Watch: 4 Stats Driving Growth
1. High-dollar games are booming.
Sales of lower-priced tickets ($1-$2) are tapering off, while premium scratch-offs ($20, $50, even $100) are surging. In 2024, $50 tickets alone added $1.5 billion in revenue.
2. Seasonal games are a hit.
Holiday-themed scratch-offs saw 16% YoY growth in 2024, with $20 versions outselling $10 versions. They’re not just gifts, but timely, high-demand products. Think of them as limited-edition drops, timed to maximize foot traffic and emotional triggers.
3. C-stores remain the power players.
Roughly 80% of U.S. convenience stores sell lottery. It’s where shoppers are already grabbing snacks, gas, and—you guessed it—last-minute gifts. Scratch-offs are a seamless add-on.
4. Super Saturday remains a goldmine for in-store sales.
In 2024, more than 157 million shoppers hit stores on the Saturday before Christmas. It’s a massive window for last-minute gifting, and scratch-offs fit perfectly into the “grab-and-go” mentality.
A Modern Media Strategy That Moves Players to Purchase
The strongest performing campaigns don’t rely on one channel, but layer tactics to guide players from awareness to action. Here’s what that looks like in practice:
1. CTV: Build Buzz Before the Holiday Rush
Streaming now accounts for nearly 50% of all TV time, and CTV consistently outperforms traditional linear when it comes to targeting, timing, and trackability.
For best practice, launch :15 and :30 spots pre-season to build buzz. Then rotate in shorter, high-frequency cutdowns (:06) throughout December to maintain visibility.
2. Rich Media: Drive Store Traffic with Mobile Creative
Once awareness is in place, it’s time to convert interest into action. Swipeable, interactive rich media units can showcase the full holiday ticket suite and guide players to nearby retailers with store-finder CTAs.
Suggested tactics inclue:
- Geo-targeting within 1–3 miles of verified lottery retailers
- Mobile-first formats designed for thumb-stopping impact
- Visitation lift reporting to prove in-store impact
3. DOOH: Meet Players Where They Shop and Fuel Up
Digital Out-of-Home bridges the gap between awareness and action. This format is timely, contextual, and unskippable, ideal for holiday scratch-off reminders.
High-impact placements include:
- Forecourt video at gas stations
- Retail screens near checkout lanes
- Urban panels and billboards in dense shopping corridors
Messaging should be clear and direct: “Grab a holiday scratch-off (18+) before you head out.”
When paired with upper-funnel channels like CTV, DOOH has been shown to drive double-digit lifts in both intent and sales.
4. In-Store Audio: The Final Nudge That Seals the Deal
Sometimes, the difference between a good idea and an actual purchase is a 10-second reminder. Short audio spots (5–15 seconds) can run during peak shopping hours to convert in-the-moment intent into real sales.
Sample messaging:
- “Don’t forget a holiday scratch-off for the adults on your list.”
- “Add a little fun to your gift card—holiday scratch-offs available now.”
It’s subtle. It’s strategic. And it works.
Compliance Isn’t Optional—It’s Essential
Scratch-offs may be festive, but they’re still an age-restricted product. Every campaign—holiday or otherwise—must integrate “Gift Responsibly” messaging across all formats, from CTV spots to forecourt screens.
The best programs don’t treat compliance as a checkbox. They lead with responsible, on-brand creative that reinforces the 18+ requirement without killing the holiday vibe. It’s not just the right thing to do, but it builds trust and protects the brand.
The 6-Week Holiday Playbook for Scratch-Off Success
Want to turn insight into results? Here’s how to structure a high-impact, conversion-ready holiday media flight, from teaser campaigns to last-minute pushes.
- Late October–Early November
Launch broad awareness via CTV and teaser DOOH to plant the seed early. - Mid–Late November
Layer in mobile Rich Media with store-finder CTAs to drive consideration and foot traffic. - Early December
Shift to shorter, conversion-focused creative. Expand DOOH near high-traffic retail zones. - Super Saturday & Dec 22–24
Maximize reach during peak in-store moments with DOOH + in-store audio for last-minute buyers.
💡 Bonus Tip: Don’t underestimate Super Saturday. It’s still the #1 window for gifting conversions, and scratch-offs are the perfect impulse add-on.
Wrap it Up Right
Scratch-offs are gifting gold during the holidays, but winning the season takes more than strong creative. It takes a coordinated, cross-channel media strategy that mirrors how real shoppers behave.
When you combine CTV, Rich Media, DOOH, and In-Store Audio, you’re not just buying media, but building a holiday tradition focused on one reminder, one impulse buy, one gift at a time.
Ready to Make This Your Best Holiday Yet?
Let’s build a lottery campaign that actually moves the needle. KORTX combines media, data, and creative to help lotteries drive real results—safely, strategically, and on budget. Our lotto experts are ready to help you lock in your holiday media plan and maximize every moment. Let’s talk holidays!
About the Author. Sam Wilson is a Senior Sales Executive at KORTX, focused on helping lottery and gaming clients evolve their media strategy for today’s players. He believes data should drive action, not just reports.