New Customer Acquisition
Michigan Lottery aimed to accelerate acquisition of new players while increasing long-term player value. The lottery program partnered with Ovative to drive efficient new customer acquisition through integrated media planning and innovative measurement solutions.
26k
New customers acquired
APPROACH
Driving growth with digital-to-retail measurement
Ovative developed a strategic paid media mix, monthly testing plan, and enhanced creative assets to drive iLottery player acquisition and retail sales. Using its Modern MMM+, Ovative delivered the lottery industry’s first digital–to–retail measurement solution, enabling hands-on media optimizations.
IMPACT
Advanced measurement unlocked customer growth
Ovative’s innovative measurement solution enabled Michigan Lottery to acquire a considerable number of new customers.
26k
New customers acquired
20:1
Incremental retail sales ROAS driven