Gas Station TV Lottery Advertising Case Study Scratch-ticket sales, at the pump.
How a state lottery used Gas Station TV and Gas Station Digital Screens across two flights: a 26-week sales push that lifted reported purchase in and beyond c-stores, and a 4-week holiday flight that improved favorability, win-chance perceptions and purchase intent.
- 500,000+ locations
- AAM-audited delivery
- English, Spanish + 15 more languages
- Fully managed
Scratch-ticket reminders, where people fuel up and walk inside
A state lottery needed more people to notice, favor and buy its scratch-off games. PlaceBased ran the message on Gas Station TV and Gas Station Digital Screens at the pump, where fuelers see short spots while they fill up and then walk into the c-store.
This case study covers two flights for that lottery. The lead flight ran about 26 weeks in Q1–Q2 2024 (about 19 million impressions) with a :15 spot plus a :05 action tag asking viewers to buy games inside. A shorter 4-week holiday flight in Q4 2024 (about 13 million impressions) promoted Holiday scratch-ticket games as gifts worth giving.
PlaceBased reaches gas stations across 29,000+ locations.
The campaign at a glance.
- Client typeState lottery
- TopicScratch-off / scratch-ticket promotion
- VenuesGas Station TV and Gas Station Digital Screens at fuel pumps
- Network29,000+ gas station locations
- Sales flight26 weeks · Q1–Q2 2024 · ~19M impressions
- Holiday flight4 weeks · Q4 2024 · ~13M impressions
- MeasurementMobile surveys of exposed (test) vs unexposed (control) fueler panelists
- Measurement partnermfour
Lift figures come from the campaign measurement slides for this case study. The hero image is an illustrative mockup of a Gas Station Digital Screen, not a photo from these flights. Measurement by mfour.
Reach players at the pump.
Lottery trips often start with a fuel stop
Scratch-off games sell at c-stores and other retail, but the decision to buy is easy to miss in a busy stop. The lottery needed the games in front of people while they fueled, with a clear nudge to buy inside, and a holiday push that made tickets feel like gifts worth giving.
Two flights on Gas Station TV.
One lottery. Two measured flights on Gas Station TV and Gas Station Digital Screens.
Sales flight (26 weeks)
A :15 spot plus a :05 action tag promoted scratch-off availability and asked viewers to buy games inside. About 19 million impressions in Q1–Q2 2024.
Holiday flight (4 weeks)
Holiday scratch-ticket creative focused on the joy of winning and giving tickets as gifts. About 13 million impressions in Q4 2024.
26 weeks. ~19M impressions. Higher reported purchase.
Sales flight: Q1–Q2 2024; n = 150 test, 150 control; results statistically significant at the 95%+ confidence level.
Opinion, perception and intent.
A shorter Holiday flight also moved favorability and intent among people who had not played the games. Results were significant at the 80%+ confidence level.
Holiday flight: Q4 2024; n = 150 test, 150 control; among non-players, 101 test / 109 control; results statistically significant at the 80%+ confidence level.
Formats for lottery messaging at the pump.
PlaceBased offers these formats at gas stations and c-stores. Every plan uses the mix that fits the audience and budget. These flights used Gas Station TV / Gas Station Digital Screens with :15 and :05 creative.
Gas Station TV
Short spots on Gas Station Digital Screens at the pump while people fuel.
C-store posters & clings
Reinforce the game at the entrance and inside.
Counter cards & take-ones
At checkout, with a card people can take home.
Shelf & checkout signage
Near lottery tickets and at the register.
Window & door clings
Doors, windows and counters.
Pair it with
Gas stations
Pump toppers, Gas Station TV and c-store screens.
Explore gas stations →DOOH
Digital screens across every venue type.
Explore DOOH →Grocery stores
Entrance, aisle, cart and checkout.
Explore grocery stores →Mobile
QR, geo-targeting and social to extend OOH.
Explore mobile →Case studies
More place-based campaigns.
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