Florida Lottery
PurePlay
PP+K
Pulse Proposal · Confidential
Florida
Lottery
2026 Connected TV Launch
A precision CTV strategy built around incremental reach, audience intelligence, and creative firepower — designed to close the competitive gap with Hard Rock Bet and make FY27 the most impactful CTV year in Florida Lottery history.
10
Florida
DMAs Covered
11M
Impressions
Reach+ Plan
$250K
Recommended
Per Flight
$75K
Added Value
Included
The Opportunity

What Florida Lottery
Needs to Win in CTV

Three imperatives define the FY27 CTV mandate. PurePlay is built to deliver all three.

Incremental Reach
Beyond Linear TV

Linear efficiently captures A35–64. CTV must extend reach to cord-cutters, streaming-first households, and younger audiences — driving true incremental scale, not overlap.

SOV Discipline
Real-Time Precision

Scratch-Off and Draw/Terminal games require strict SOV thresholds across 10 Florida DMAs. Maintaining these splits in real time demands continuous optimization — not manual pacing.

Creative Innovation
Impressions → Engagement

CTV must do more than deliver impressions. Stronger audience targeting, high-impact formats, and adaptive creative turn exposure into engagement — and build a true performance ecosystem.

Competitive Intelligence

Hard Rock Bet Owns
Your Whitespace

96.7% SOV on Peacock. 92.7% on Pluto TV. 90.4% on Tubi. HRB has entrenched itself on every platform Florida Lottery has yet to enter. Here's the full map — and where to take it back.

Hard Rock Bet — Share of Voice by Platform
Peacock
96.7%
Philo
93.5%
Pluto TV
92.7%
Tubi
90.4%
Fox News
100%
Weather Ch.
100%
HGTV
100%
PBS
77.6%
HRB's Creative Profile

2024: Post Malone. 2025: Tyson, Earnhardt Jr., Ray Lewis. 2026: Metta Sandiford-Artest. HRB keeps upgrading celebrity firepower — but Experience 6.0, Trust 3.0, Social 5.5 tells the real story. No community narrative. No Florida story. No moat you can't own.

The Exploitable Gap

Florida Lottery's Trust Index (175) and Social Proof Index (175) are the highest signals in the entire category. HRB cannot buy that. It comes from 30+ years of community funding — Bright Futures, education, local investment. No competitor can replicate it.

Hard Rock Bet — Active CTV Creative (2025–2026)

What's running on Peacock, Philo, and ESPN right now

HRB's "Hard Rock Bet Party" NFL campaign — Tyson, Earnhardt Jr., Ray Lewis, Ed Reed — won a Clio Bronze. High experience score. Zero trust. Click to watch on YouTube.

Say My Name thumbnail
Peacock · ESPN · Philo
HRB
Say My Name
Tyson · Earnhardt Jr. · Ray Lewis · Clio Bronze 2025
Watch →
Florida Football Legends thumbnail
Peacock · Philo · Tubi
HRB
The Hard Rock Bet Party
Ray Lewis · Ed Reed · Florida Legends · Fall 2025
Watch →
John Daly thumbnail
Peacock · Golf Ch. · Philo
HRB
Name
ft. John Daly · Fall 2025
Watch →
Florida Lottery — Where to Lean In

Three platforms HRB owns that FLOT should enter first

HRB: 96.7% SOV · FLOT: 0.7%
Peacock

The widest gap in the category. NBC Sports, live events, premium audiences — and HRB is virtually the only advertiser in this space against Florida Lottery.

PurePlay Target
Lead with brand creative + Trust overlays. Ultra-Premium tier — $27.50 CPM.
HRB: 90.4% SOV · FLOT: 1.2%
Tubi

Largest FAST platform. HRB runs urgency-heavy creative here. FLOT needs to counter with 500X urgency overlays and jackpot CTAs at high frequency.

PurePlay Target
Game campaign + urgency overlays. Core CPM with strong frequency.
HRB: 100% SOV · FLOT: 0%
HGTV

Lifestyle audience that maps directly to FLOT's core segments — homeowners, community-minded professionals, families. Zero competition from Powerball or Mega. Open entry.

PurePlay Target
Brand creative + Education/Bright Futures overlays. Niche CPM.
Multimodal Analysis

Creative Signal Scorecard

The category is proven. Here's where your competitors are exposed — and where Florida Lottery's creative is unbeatable.

Florida Lottery
Hard Rock Bet
Powerball / Mega
Strongest in Market

Florida Lottery leads on Social, Trust, and Proof — community-first messaging that no competitor matches. This is defensible territory. Score 7.0 across all three.

The Urgency Gap

Hard Rock Bet and Powerball both out-score FLOT on urgency. Adding time-sensitive CTAs — drawing announcements, jackpot deadlines — closes this gap on CTV.

Strategic Implication

FLOT's trust narrative is its moat. Pair it with urgency-driven overlays on CTV and the creative strategy is complete. No competitor can copy the community story.

Audience Intelligence

Targeting Where It Matters Most

From wellness-curious to purchase-ready — three tiers, one unified strategy. Behavioral signals, not demographics, drive every targeting decision.

Primary Tier
Community-Minded
Professionals
Signal
View the lottery as entertainment with responsibility. Value the social aspect and small wins over high-risk play. Adults 35–54 in professional settings.
Strategy
Balance fun with responsible gaming. Prioritize commute and after-work moments. Lead with education-driven messaging: local impact, trust, and proof.
Growth Tier
Education
Advocates
Signal
Teachers, administrators, and parents of school-aged children. Motivated by the lottery's direct impact on education and Bright Futures scholarship funding.
Strategy
Activate across education, local news, and community contexts. Own the whitespace — no competitor directly ties their brand to education funding.
Intent Tier
Responsible
Entertainment Seekers
Signal
Motivated by entertainment value and responsible gaming. Trust and social proof resonate strongly — community-first messaging converts this tier.
Strategy
Leverage social and trust over-indexing to capture whitespace no competitor owns. Deploy on FAST platforms where high-frequency creative performs best.
Creative Intelligence

Two Campaigns.
Two Creative Strategies.

Our multimodal engine analyzed both the English and Spanish creative assets. Brand and game campaigns require fundamentally different overlay strategies.

Brand Campaign Always On
"Department of Good Fun"
English + Spanish · Trust-driven, community-first

Scores 7.0 on Social, Trust, and Proof — community-first messaging featuring diverse professionals in a whimsical office setting. Spanish creative ("Departamento de la Buena Jugada") activates in Miami, Orlando, and Tampa where Hispanic audiences index highest.

Overlay type: Trust + Social overlays · Education/Bright Futures messaging
Deploys on: Premium + Niche CTV · EN + ES rotation
Game Campaign Per Flight (~6 Weeks)
"500X The Cash"
English Only · Urgency-driven, conversion-focused

Game-specific creative requires a fundamentally different overlay strategy. 500X The Cash needs urgency and economic signals that the brand spot lacks (both score 1.5). Overlays add jackpot countdown timers, "Win up to $5,000,000" CTAs, and QR-code second-screen units.

Overlay type: Urgency + Economic overlays · Jackpot CTAs, countdown timers
Deploys on: Core + FAST CTV · Live Sports sync
Hispanic Strategy

Spanish brand creative on Telemundo, Univision-adjacent CTV, and in Miami, Orlando, and Tampa where Hispanic population indexes highest. Reaches Florida's 5.8M+ Hispanic population with the same emotional resonance as the English creative.

Competitive Conquest

Hard Rock Bet user targeting across both campaigns. Sports overlays on Live Sports CTV during brand flights. Full multimodal creative analysis delivered in Week 1 as part of $25K Added Value — informs all overlay builds.

Our Approach

Three Pillars

PurePlay's agentic platform combines audience intelligence, inventory precision, and creative innovation into a single, continuously-optimized system.

Incremental Reach

ACR-based linear suppression removes already-exposed households, redirecting spend to CTV-heavy homes and verified cord-cutters. Results in efficient, truly incremental reach across all 10 Florida DMAs.

Audience Intelligence

Behavioral signals — not demographics — drive targeting. Hard Rock Bet data refines sports and lottery segments, while our agentic engine continuously manages share-of-voice across markets in real time.

Creative & Format Strategy

Multimodal analysis of FLOT's video assets unlocks audience-specific messaging. We deliver tailored overlays, sequencing, and formats that adapt creative to each segment — no net-new production required.

Inventory Strategy

The Inventory Map

What to avoid, what to own, and exactly why. This framework is monitored weekly and adjusted in real time via our agentic optimization engine.

MAINTAIN — Strong Existing Positions
PlatformSOVDOVAction
YouTube14.5%45.5%Redistribute, don't grow
YouTube TV17.2%7.5%Hold the line
Spectrum22.9%6.7%Defend aggressively
Roku7.6%4.3%Stable foundation
PRIORITIZE — Whitespace Opportunities
PlatformFLOT SOVHRB SOVOpportunity
Peacock0.7%96.7%Widest gap
Tubi1.2%90.4%Largest FAST
Pluto TV5.8%92.7%FAST scale
HGTV0%100%Lifestyle whitespace
Key Insight

YouTube accounts for 45.5% of FLOT's current DOV — an over-concentration risk. Meanwhile, Hard Rock Bet dominates Peacock (96.7%), Tubi (90.4%), and Pluto TV (92.7%). Shifting DOV into these platforms closes the competitive gap on premium inventory FLOT is currently ceding.

Regional Intelligence

DMA-by-DMA Strategy

Hard Rock Bet dominance vs. Florida Lottery opportunity reveals priority and maintain markets. Not all 10 DMAs are equal — budget allocation follows competitive gap size.

DEFEND — Close the Gap
South Atlantic
Miami–Ft. Lauderdale
27.0% DOV · 27.5% FLOT SOV
HRB: 72.1% SOV — largest market
Orlando–Daytona Beach
18.9% DOV · 19.7% FLOT SOV
HRB: 79.9% SOV — increase CTV
Tampa–St. Pete–Sarasota
24.2% DOV · 20.9% FLOT SOV
HRB: 78.7% SOV — prioritize CTV
ATTACK — Hold & Optimize
Maintain Markets
West Palm Beach
7.5% DOV · 16.9% FLOT SOV
High per capita spend — maintain
Jacksonville
8.0% DOV · 17.9% FLOT SOV
Community-minded population — maintain
Smaller Markets
Reallocate budget from out-of-state to Florida priority markets. Consolidate spend where competitive gap is widest.
Media Type Shift
Broadcast → CTV
Broadcast (Miami)
32.0% SOV · 6.3% DOV
FLOT leads in broadcast but CTV offers more targeted reach at lower CPMs.
CTV (Miami)
11.9% SOV · 2.8% DOV
Shift DOV from Broadcast to CTV across all priority markets
PurePlay Market Intelligence

PurePlay's market intelligence tells you not just where competitors are — but where your budget creates the most durable brand presence. This framework is monitored weekly and adjusted in real time via our agentic optimization engine.

Inventory Tiers

Premium At Every Level

Three inventory tiers — each curated for brand safety, audience quality, and contextual relevance.

Ultra-Premium
$27.50
CPM

Flagship streaming environments with the highest attention scores. Ideal for brand-building and Scratch-Off awareness campaigns.

Fubo · Disney+ · Fox One · Hulu · Peacock · HBO Max · Paramount+ · FuboTV
Premium Niche
$25.00
CPM

Audience-aligned environments that index for FLOT's core segments. Community, education, and lifestyle content where trust signals land strongest.

Discovery+ · HGTV · Food Network · A&E / Lifetime · ESPN / TNT Sports · PBS · Hallmark+
Premium Core
$22.50
CPM

Broad reach, efficient CPMs. FAST channels and ad-supported platforms that drive frequency and fill whitespace opportunities.

Tubi · Pluto TV · Sling · Roku · Whitespace Apps
Reach+ Exclusive
$35.00 CPM
Live Sports CTV
$17.50 CPM
OLV Retargeting
FIFA World Cup 2026 as anchor sports event. Live Sports CTV delivers premium attention during high-engagement viewing moments.
Dynamic Creative Overlays

PurePlay-Built.
Zero New Production.

Our multimodal engine analyzed FLOT creative assets, identified signal gaps, and built a brand L-Bar overlay — then matched it to the highest-signal content environments in your plan. Every bid decision is powered by context.

Base Spot
Social 7.0 · Trust 7.0 · Proof 7.0 · Urgency 1.5 ← gap identified
→
Gaps Identified & Filled
L-Bar Jackpot · Urgency + Economic signals added · No new production
Context Harmony: Our engine scores every content environment in your plan against your overlay's signal profile. High-scoring environments trigger aggressive bidding — so the brand L-Bar jackpot always lands where the context earns it.
URGENCY OVERLAY
FL Brand L-Bar Jackpot Overlay
96
BID AGGRESSIVELY
Hulu
Premium CTV · Miami + Tampa DMA
Social Trust Emotional Experience
Family drama and scripted programming. High-trust environment aligns with FL Lottery's community-first brand narrative. The jackpot L-Bar closes the urgency gap — no new production required.
URGENCY OVERLAY
FL Brand L-Bar Jackpot Overlay
91
BID AGGRESSIVELY
HGTV
Premium Niche CTV · Orlando + Jacksonville DMA
Social Proof Economic
Home improvement and lifestyle content attracts community-minded, aspirational audiences — Education Advocates who respond strongly to the Bright Futures funding message.
URGENCY OVERLAY
FL Brand L-Bar Jackpot Overlay
88
BID AGGRESSIVELY
PBS
Premium Niche CTV · Tallahassee + Gainesville DMA
Trust Social Proof
Public affairs and documentary programming delivers the Trust signal that FL Lottery's creative underindexes on. The education funding narrative lands hardest against audiences invested in civic outcomes.
YouTube DV360 Strategy

CTV Builds the Brand.
YouTube Deepens the Relationship.

The DV360 layer extends CTV reach 15–20% with granular audience and contextual targeting — converting brand awareness into measurable intent.

Audience Targeting — 60%
Community-Minded Professionals
Affinity: Do-It-Yourselfers + Life Event: Recently Moved
Education Advocates
In-Market: Education & Instruction + Affinity: Parents
Responsible Seekers
Demographics: A35-54 + Custom Segments
Contextual Targeting
Local News & Community
Content: News & Politics + Topic: Local News
Education & Scholarships
Custom Segments: college scholarships, financial aid, Bright Futures
Responsible Gaming
Custom Segments targeting people searching responsible gambling resources
YouTube Retargeting

Re-engage CTV-exposed households in the YouTube feed, reinforcing the brand message with a second touchpoint at a fraction of the CPM.

OLV Retargeting

Reach Extension fills gaps CTV cannot — search behavior, life events, and contextual signals that surface intent between CTV exposures.

Reach Extension

DV360 extends total campaign reach 15–20% beyond the CTV footprint — making every CTV dollar work harder at no additional production cost.

Proposal Options

Two Paths Forward

Both plans include creative analysis and brand lift. Reach+ adds overlay builds, Adelaide attention measurement, Live Sports CTV, and FIFA World Cup 2026.

Base Plan
$100K
Per Flight
~4.1M
Impressions per flight
  • Core CTV (A18+ broad reach) — $22.50 CPM
  • Niche CTV (audience-targeted) — $25.00 CPM
  • Premium CTV — $27.50 CPM
  • SOV: 45% Scratch-Off / 35% Draw-Terminal / 20% Brand
  • Frequency cap: 1/week per household
  • All 10 Florida DMAs broken out individually
  • Multimodal Creative Analysis — $25K value
  • DISQO Brand Lift Study — $15K value
Added Value
$40,000
40% of plan value
Recommended
Reach+ Plan
$250K
Per Flight
~11M
Impressions per flight
  • Everything in Base Plan
  • Core + Niche + Premium CTV — Included
  • OLV Retargeting — $17.50 CPM
  • Live Sports CTV — $35.00 CPM
  • FIFA World Cup 2026 as anchor sports event
  • Adelaide Attention Measurement — included
  • Full 10-DMA coverage with market-size allocation
  • Multimodal Creative Analysis — $25K value
  • DISQO Brand Lift Study — $15K value
  • High-Impact Overlay Builds — $15K value
  • Adelaide Attention Measurement — $20K value
Added Value
$75,000
30% of plan — exceeds 20% minimum by 50%
Beyond the Media Buy

$75,000 in Tools, Studies,
and Support. Included.

Every dollar of media buy comes with measurable intelligence. Here's exactly what's included — and what it's worth.

$25K
Multimodal Creative Analysis
AI-powered analysis of Brand and 500X The Cash video assets. Delivers audience-specific creative recommendations and informs all overlay builds. Delivered Week 1.
$15K
DISQO Brand Lift Study
Pre and post brand awareness and intent measurement across all 10 Florida DMAs. Both plans included. Measures actual lift — not modeled estimates.
$15K
High-Impact Overlay Builds
Custom static and animated overlays per audience segment, built from creative analysis insights. Non-intrusive formats that complete — not cover — your video spots. Reach+ only.
$20K
Adelaide Attention Measurement
Attention-based optimization and reporting. Measures actual viewer attention across all placements — the most advanced measurement available in CTV. Reach+ only.
Measurement Framework

Built for Accountability

DCM serves as the source of truth for delivery validation. Placement proof documented within 72 hours of launch. Fully aligned with IAB 3.0 standards.

Advanced Measurement Suite
✓ DISQO Brand Lift — Awareness, consideration, and intent
✓ Adelaide Attention Scoring — Reach+ only
✓ Incremental Reach Measurement — CTV vs. Linear
✓ MMM-Compatible Data Outputs — Cash-only purchase environment
✓ DCM source of truth — Delivery validated, not modeled
Reporting Cadence
Within 48 HoursInitial launch disparity report
Every MondayDisparity report (seller vs. DCM)
Every TuesdayFull site list
MonthlyComplete site list with performance annotations
End of CampaignFull wrap-up with advanced measurement results
Performance Guarantees

We Commit. In Writing.

If delivery falls short of these thresholds, PurePlay makes it right with a 2-for-1 impression replacement — ensuring performance is delivered, not just promised. Pre-bid brand safety layers, category blocking per FLOT Digital Guidelines, and universal blocklist updates applied weekly.

100%
Viewability
100% viewable impressions — CTV industry standard, guaranteed across all placements
95%+
VCR Minimum
95%+ Video Completion Rate across all placements — no partial-view impressions counted
<2%
IVT Ceiling
Invalid traffic held below 2% across all inventory — verified by third-party measurement
<1%
Brand Safety
Unsafe impressions below 1% of total delivery — per FLOT Digital Guidelines compliance
2-for-1 Replacement Guarantee

Any placement that falls short of guaranteed thresholds is replaced at 2-for-1 — two replacement impressions for every one that missed. Performance is delivered, not just promised.

PurePlay
PP+K
PurePlay × PP+K × Florida Lottery
Let's Build Something Great
for Florida Lottery.
"Every Fan. Every Moment. Every Market."

We're ready to deliver incremental reach, audience intelligence, and creative innovation for FLOT's FY27 CTV strategy. PurePlay brings the technology, the data, and the creative firepower to make FY27 the most impactful CTV year in Florida Lottery history.

Incremental Reach
ACR-based suppression ensuring every CTV dollar reaches a new household — not one already captured by linear TV.
Audience Intelligence
Sports bettor targeting, behavioral segments, and real-time SOV management across 10 Florida DMAs — automated, continuous, accountable.
Creative Innovation
Multimodal analysis, custom overlays, and $75K in Added Value — all built from your existing creative, with zero net-new production required.
Eric Steigelfest
eric@pureplay.ai · PurePlay Media
PurePlay AI

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