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Lottoland: Should Sky hold 100% of the media share?

Bobby Ghayouri

The Creative

The Lottoland opening sequence depicts a cheerful gathering of people from all over the world. To the sound of jubilant music, Chris Tarrant enthusiastically tells the viewer exactly what Lottoland is offering.  As the crowd passes around lotto balls from major worldwide lotteries, the spot offers the first direction of value to the viewer: ‘The chance to become a millionaire’ every day is the key hook.

The advert ends with a direct response (DR) direction, as the concise advert offers up a free play as a form of value exchange, which is very common in the gaming market. Multiple DR interjections direct the user to play ‘tonight’, and the brand logo is prominent throughout with the actual URL visualised and voiced.

The spot educates the viewer on Lottoland, suggesting it is aimed at new customers who may not know that you can play the lottery every evening. This product is mass market – hence the use of Chris Tarrant – and targets a mix of male and females of all ages.

The Media

Lottoland delivers all airtime post 9pm, which likely reflects a gambling restriction rather than buying strategy. The spot features the word ‘bet’ , meaning it classifies as betting / gambling rather than lottery / bingo.

For this advert, Sky holds 100% of the share. Whilst Sky delivers a huge portfolio of suitable stations for the target audience, a wealth of stations are still missing from this schedule. These include lifestyle stations on UKTV (Dave, Gold etc.) and ITV’s digital channels, as well as smaller sales house stations that could improve efficiency and ROI. Our analysis consistently shows that smaller stations tracked through our ARMalytics platform greatly improve overall cost-per-acquisition (CpA) and ROI figures.

Cost-per-visit (CpV) analysis delivers an average £5.11 per visit. However, the station testing we suggested above would likely improve this figure. It is also important to consider this is a peak-only campaign so costs will be higher than average.

To read more ad campaign analysis, visit our Adquirer blog.

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