Background
Lotto players range from 18-108 with the bulk of their players older than 45. Because of this Lotto tend to spend the majority of their budget on a big TV ad every year, because they see the results.
In 2019, Lotto still wanted to reach these older players but to ensure ongoing brand health the TV ad needed to be more engaging and relevant online to engage the 18-35 yearold market, who don’t watch traditional TV.
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