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H2 Media Opps: CA Lottery debuts new campaign amid review

The California Black Premium Scratchers Series. In addition to the online spot, the campaign will run across TV, outdoor, digital, social, experiential and radio in markets such as LA, San Francisco, Sacramento and Fresno.

Sellers in these markets, therefore, should be looking for dollars. And not just for this campaign, but for subsequent work. CA Lottery generally spends around $30-35 million a year on marketing, according to Kantar). Pathmatics reports that so far this year, the Lottery has spent $3.4 million on digital display ads, which have garnered 250 million impressions. Ads this year have been online video (52%), desktop (33%) and mobile ads (15%), most of which have been bought site direct (94%) or through RadiumOne (4%) and AppNexus (1%). Top ad destinations include: my.xfinity.com, bossip.com, lanacion.com.ar, history.com and blackplanet.com.

This is up from $1.9 million spent for the same period 2016, which I guess is all part of the lottery's quest to become the largest state lottery in the US (only NY's is larger currently).

The campaign debuted a month after the Lottery issued an RFP for its lead advertising and integrated marketing services (more here). This RFP did not affect D&G, whose contract with CA Lottery expires August 18, 2018. An RFP response is not due until Sept. 21 (questions were due Aug. 16), so there's still time to win that work. If you don't want to bet on that RFP, there will likely be another one issued next year, when D&G's contract is up. Note, as well, that Sharon Allen joined the Lottery as CMO in January, having served as SVP of marketing strategy for NBC Entertainment for four years prior.

Currently, IPG's Initiative, LA handles media planning and buying for the Lottery (as a subcontractor for D&G, meaning that contract will expire at the same time). Additionally, the Lottery has contracts with the following agencies:

• Casanova//McCann for Spanish language consumer advertising
• Time Advertising for Asian in-language consumer advertising (more here)
• Muse Communications for African American consumer advertising
• Alcone Marketing Group for point-of-sale and promotional marketing
• Olson + Co for digital services (more here)

California State Lottery Commission
700 N. Tenth St.
Sacramento, CA 95811
(916) 822-8131

Sharon Allen 
Chief Marketing Officer (since Jan. 2017)
(916) 822-8131
sallen@calottery.com