Situation
When it comes advertising state lottery programs, money talks, however manually updating ad creatives across multiple channels with constantly rising jackpot amounts and program period schedules can be challenging, if not impossible.
A state lottery organization turned to Clinch to launch an omnichannel, evergreen ad campaign that updated creatives in real-time automatically, delivering relevant, timely messages to their audience, and saving time and resources.
Solution
Clinch automated the process of building and serving dynamic, feed-fed creatives across multiple channels.
Advanced Dynamic Creative
Clinch’s robust ad builder was used to create dynamic ad templates that supported various campaign objectives (program awareness, ticket purchases) and data feeds that reflected live jackpot amounts.
Smart Ad Serving
Once decisioning parameters were set (location, audience, jackpot activity, etc.) Clinch’s smart ad server ensured the right creative variant was assembled on the fly and served across programmatic channels, and pushed to respective ad sets within select walled gardens.
Audience Insights & Enrichment
Clinch treats every impression like a small experiment, and optimizes campaigns in real-time. This made the state lottery’s campaign operate in a highly efficient manner, with reduced media waste. Cross-channel, cross-campaign insights were accessible in Clinch’s intuitive reporting UI in real-time, shifting the understanding of their audiences from persona to person-level.
Results
The state lottery organization was able to establish accurate, and consistent engagement with their audience before, during, and in-between jackpot program periods.
Impact
Creative automation and ad serving efficiencies were critical to the state lottery, as +130 creative variations were automatically generated in just a third of the time it would’ve taken to manually create them.
Across the omnichannel campaign, the state lottery saw a 16% increase in CPC efficiency, and a significant 13% lift in CTR.
