Lotteries are in a unique position. They’re impulse-driven, widely accessible, and purchased at retail, yet they often miss the mark when it comes to using the full power of today’s media mix. While traditional OOH has long been a staple, the future of lottery marketing lies in integrating Digital Out-of-Home (DOOH), mobile retargeting, and Connected TV (CTV) to create smarter, more dynamic campaigns that drive action at retail.

Here’s how lotteries can level up their strategy and connect with today’s consumers, wherever they are.

1. Use DOOH to Spark Impulse & Target Contextually

DOOH has evolved beyond just digital billboards. With thousands of screens in convenience stores, gas stations, and grocery checkouts, it’s the perfect medium to reach players at the point of sale.

New idea:

Trigger dynamic creative based on real-time jackpots, weather, or sports events. If the jackpot crosses $50 million, instantly push a high-impact message in-store: “Tonight’s Jackpot: $52 Million — Grab Your Ticket Now!” Combine that with countdowns to draw time, and DOOH becomes your always-on digital promoter.

Bonus move: Integrate QR codes or short URLs to drive traffic to second-chance contests or subscription models.

2. Retarget Mobile Devices After the Encounter

DOOH sets the stage, but mobile retargeting closes the loop.

Every time someone is exposed to a DOOH ad (especially in polygoned retail zones), they can be anonymously tagged for retargeting on their mobile devices. This means:

  • Reminding them later that day to pick up a ticket
  • Offering a “2nd ticket free” coupon for their next visit
  • Pushing to a digital scratch game for engagement

New idea:

Use mobile data to identify frequent c-store visitors or prior lottery purchasers and serve them location-specific creative. Pair this with time-of-day targeting (morning coffee runs vs. evening commutes) to match mindset and intent.

3. Extend Reach to the Living Room with Connected TV

CTV is rapidly becoming one of the most powerful storytelling tools in the marketer’s toolkit. And for lotteries, it offers a way to reinforce brand, build frequency, and activate impulse, all from the comfort of someone’s couch.

New idea:

Build short, engaging spots that celebrate local winners or tease “what would you do with $50 million?” moments. Then use DOOH/mobile exposure data to retarget those same users on CTV, creating a full-funnel journey from street to screen.

Even better, use geo-located CTV to deliver ads in regions with strong ticket sales or underperforming areas that need a boost.

Closing Thought:

Lotteries don’t need to reinvent their product, they need to modernize their media. By combining DOOH, mobile retargeting, and CTV into a cohesive omnichannel strategy, lotteries can deliver more relevant messages, drive retail visits, and ultimately, increase ticket sales.

 

Want to explore how this could look for your province or retail chain? Shopper Marketing Media can help you plan it, launch it, and optimize it.