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The Breakdown
Mater Lotteries · Prize Home Lottery No. 325 (Mindset Graph targeting)
A lottery brand didn't target lottery buyers. It targeted a mindset
Mater Lotteries skipped the usual demographic targeting and instead bought ads next to content that put readers in a hopeful, future-focused mood. The lift numbers are striking, and every one of them comes from the company that sold the service.
4 min readOur analysis and study notes, not news reporting
The TL;DR (too long; didn't read)
- Mater Lotteries worked with ad-tech platform GumGum and media partner Ripe Solutions on its Prize Home Lottery No. 325, using GumGum's 'Mindset Graph' to find content environments (like travel content) where readers already showed aspiration and future-focused thinking, rather than targeting by demographics.
- GumGum reported brand awareness among women 40–64 up 10%, brand favourability among people interested in the lottery up 11%, ad recall up 7%, a 1.11% click-through rate and a 9.75% engagement rate, plus travel content generating 59% greater 'attention'.
- Every figure is self-reported by GumGum and Mater Lotteries, with no independent audit, methodology or control group described in the coverage.
01
Buying the mood, not the demographic
Instead of asking 'who buys lottery tickets', GumGum's approach asks 'what mindset is someone in right now', and places ads inside content, like travel writing, that already puts readers in a hopeful, future-focused frame of mind.
That's a genuinely different targeting logic to age or income brackets: it bets that the moment matters as much as the person.
Read the original reporting