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Male Gen-Z, Millennial Opps: Virginia Lottery selects creative AOR (Score 23)

The year. 

Per Pathmatics, VL earned 167.7m impressions YTD through Facebook ads (60%), Instagram ads (35%), desktop video ads (3%) and desktop display ads (1%). It placed the majority (99%) of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, richmond.com and twitter.com. It placed the remainder (1%) indirectly through The Trade Desk onto sites such as cbssports.com, news.yahoo.com, aol.com, weather.com and sherdog.com. It spent approximately $1.3m on digital display ads YTD, a 30% increase from $1m spent in this channel during the same time period of 2021. Full-year spend more than doubled from $1m in 2020 to $2.1m in 2021. 

Sellers– VL targets Gen-Zers and millennials with a male skew. The organization allocates the majority of its marketing resources toward digital display ads, with a heavy focus on social media ads. Furthermore, it has been increasing digital spend over the past two years. VL also invests in OOH, print, radio and local broadcast TV ads, per Kantar. I expect to see some fresh creative work from Fable soon, so start reaching out to offer ad space. 

Agency & martech readers–  Agency reviews tend to follow one another, so get in touch with VL’s DMs to see if you can pick up any of its business. To the best of my knowledge, media buying and planning AOR NDP is the only other agency VL currently works with. You may have more success offering digital or social media assistance. Those of you with lottery or gaming experience may have an upper hand over the competition.