When jackpots swell, lottery ticket sales double every few days, even if the odds of winning remain slim. With fluctuating jackpots and audiences constantly seeking updated information, static advertisements simply won’t cut it.
Custom trigger lottery ads auto-update from a RSS (Really Simple Syndication) feed, ensuring live, up-to-date jackpot info without wasting time manually changing the ad creative. Displaying the most recent jackpot amounts can also encourage more potential lottery buyers to purchase tickets.
This article reviews why lottery advertisers should consider using custom trigger ads in their next campaign.
In lottery marketing, a “trigger” is an advertising mechanism that automatically adjusts or activates specific content based on predefined conditions or data inputs.
Example: When a lottery jackpot reaches a certain threshold, like $150,000,000, a trigger can automatically update the marketing materials, such as digital ads, to reflect the new jackpot amount.
Instead of serving the same static ad to every viewer no matter the current jackpot status, a custom trigger enables the ad to change based on real-time data.
Also, instead of a human having to manually adjust the ad creatives each and every time the jackpot shifts, custom triggers automatically make the updates in real-time.
Custom trigger ads are built from an RSS (Real Simple Syndication) feed. Think of an RSS feed as a broadcaster of information. Whenever a website, such as a lottery site, has new data (like updated jackpot amounts), it is added to its RSS feed.
Here’s a detailed breakdown of how the process works:
An example of a dynamic custom trigger ad. As the lottery jackpot rises, the ad automatically updates via RSS feed to reflect the new amount.
Using real-time custom triggers enhances the immediacy and relevancy of lottery ads, driving greater ticket sales during peak interest periods when lottery sales take off.
When a prominent lottery client approached our team, they expressed the desire for a dynamic marketing strategy that would echo the real-time shifts in the lottery world. They didn’t just want another ad campaign; they sought an engaging, real-time experience for their audience.
Our engineering team recognized the unique requirements and developed a custom trigger that would update instantaneously. The result? An ad that didn’t just display static information but changed in real-time, reflecting the current status of the lottery.
Our team then took it one step further by integrating the custom trigger functionality into Axon Audience Manager, which displays granular data about the various triggers, helping lottery clients understand exactly where their ad dollars are going.
In this example, our lottery client can see which lottery type (e.g., Keno, Powerball, Mega Millions) brought in the most revenue through the custom trigger ads.
While dynamic lottery content via RSS isn’t new, what sets us apart is the rapidity of our trigger updates and the detailed insights our clients receive. While many agencies grapple with automatic updates to dynamic creative, our engineering team refined the process for optimal efficiency.
Custom trigger ads aren’t reserved for online lotteries. In fact, offline or in-store lotteries can still use dynamic custom trigger ad capabilities in their campaigns.
The versatility of custom triggers extends beyond just display ads, with different creative types like:
Each can combine with the custom trigger feature, so audiences see the most current jackpot information, keeping campaigns fresh without taking the time to turn the ad creatives on and off manually.
Like online lottery retailers, dynamic display ads can also work with offline lottos. Rich media ads use interactive and dynamic visuals to grab an audience’s attention.
For example, offline lotteries can add a map component to their dynamic ad to entice the online audience to buy a ticket at a nearby location. This custom offering can showcase the current jackpot amount and a map with the nearest ticket purchase location.
We could use the custom trigger functionality of the display ad:
And combine it with the power of a customized store locator option:
Digital Out-Of-Home ads automate the decision-making process for media buying, targeting specific audiences on digital billboards and screens in public places. Online and offline lotteries can engage potential players while they go about their day.
An example of a dynamic digital billboard.
Traditional billboards can be replaced with digital ones. When jackpot values change, the values displayed on these billboards can be updated in real-time using custom triggers, drawing attention and encouraging ticket purchases.
Digital billboards encourage drivers to purchase tickets by displaying real-time jackpot amounts updated through custom triggers, creating a sense of urgency as the numbers climb.
Aldi, a major grocery retailer, uses in-store displays to excite shoppers.
Retail locations selling lottery tickets can employ digital screens that showcase the current jackpot amounts. These screens can automatically update the jackpot value based on the triggers.
Pre-roll video ads allow lotteries to showcase short, engaging promotions right before a viewer’s chosen content. Online video ads offer a compelling choice to draw attention to the latest jackpot or lottery game for online and offline lotteries.
For pre-roll ads, different videos can be created for different jackpot thresholds, like the Colorado Lottery example below:
This 15-second Colorado Lottery example could be used as a pre-roll online video ad.
Jackpots grow fast, so lotteries must lean into dynamic, real-time solutions that will capture lottery players—and their dollars. Dynamic custom trigger ads allow online and offline lotteries to create more engaging and efficient campaigns, all while reducing the manual aspect of consistently updating creative and messaging.
KORTX’s custom trigger code and Axon Audience Manager are the perfect dynamic duo for lottery advertisers looking for deep insights, flexibility, automation and data-driven decision making.
Erik Stubenvoll is a Managing Director at KORTX with over 20 years experience. When he is not learning about his client’s goals, he is on the sidelines with his wife at his daughter’s softball and soccer games or on the golf course.
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