Digital out-of-home network operators Outcast Media, based in Santa Monica, Calif., and PumpTop TV, based in Irvine, Calif., have announced the launch of Lotto Live to lure in shoppers at the gasoline pump.
According to the companies, the new product enables state lotteries to reach millions of consumers with real-time jackpot information while they fuel their vehicles.
Lotto Live displays the real-time jackpot on screen alongside high-definition creative and rich audio. In addition, Lotto Live can be configured to change messages dynamically based on jackpot amounts and draw dates leading to increased consumer relevancy and targeting.
The nation’s largest state lottery, California Lottery is the first client to take advantage of the Lotto Live product by reaching 24 million California motorists as they fill up their tanks, the companies said.
"With Lotto Live we’re connecting state lotteries with millions of consumers within steps of point of purchase," said Nathan Gill, chief media officer for the Outcast/PumpTop TV joint venture. "The product’s enhanced targeting, dynamic content and proximity to point of sale create an actionable dialog with the consumer that’s impossible to achieve with traditional billboards or radio."
With Lotto Live, state lotteries can do the following on gas pump displays:
- Display actual jackpot alerts, updated in real-time
- Change video/audio messaging based on jackpot value and draw date
- Include directions to the nearest lottery kiosk.
The Outcast Media/PumpTop TV joint venture is the largest and only one-to-one network with a hi-definition digital screen at every pump. According to the companies, the joint venture reaches a combined 20 million viewers every month on 12,600 screens at service stations and convenience stores nationwide, including 15 of the top DMAs.
