Lotteries · 2 min read
Who checks the ads after entries close?
A campaign tied to one draw has an expiry time. The media plan should also record how the team will check that the message came down.
A lottery draw has at least two times that are easy to confuse: the entry deadline and the start of the broadcast. When a message refers to entering a particular draw, its advertising window should end while that message is still accurate.
In this fictional example, entries close at 6 pm on Friday and the broadcast begins at 8 pm. The agency removes the TV creative from the schedule on time. A publisher has a banner booked to rotate until midnight. A shop screen still runs last week’s playlist. Three channels use the same artwork and have three different ways of taking it down.
Put removal in the original publishing brief
When approving creative, record the draw, the last permitted time of use and the person who can stop each placement. Ask the publisher to confirm when the banner leaves rotation. For the shop screen, specify the replacement file and its scheduled start time. If a screen is offline, someone at the shop needs to know what it can show until the playlist refreshes.
After entries close, check a selection of placements. Save the page address or screen identifier and the time alongside the screenshot. If an old message is still visible, assign the specific location to someone and record when the creative comes down. That channel can then receive an extra check at the next draw. A withdrawal schedule leaves less riding on somebody happening to spot the old ad on a Friday evening.