If a consumer has a $5 bill burning a hole in their pocket, will they spend it on a candy bar for an afternoon sugar rush, or the opportunity to be a part of a bigger game like the lottery?
Although spontaneous purchases may in part be motivated by having spare cash on hand, digital branding campaigns can have a significant influence over those split-second decisions. Despite the inability of marketers to directly attribute digital ads to sales in these markets, it’s still a targeted way to engage with consumers to stay top of mind when they do have cash on hand.