How Did Illinois Lottery Achieve +32% CTR with AdSkate’s AI?
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The Illinois Lottery, partnered with AdSkate to gain data-driven insights into creative performance. The goal was to better understand which creative elements were driving engagement and conversions, and to use these insights to inform current and future campaign strategies.
AdSkate’s AI analyzed 15 ad creatives, extracting 35 total creative attributes. These ranged from objects and text styles to tonal qualities and call-to-actions. By breaking down each creative into its elemental parts, the Illinois Lottery could see not only which ads performed best, but why. Instead of relying on surface-level metrics, they gained insight into the specific ingredients, like QR codes or number-driven visuals, that made the difference in driving engagement.
Ad Creatives Analyzed: 15
Creative Attributes Extracted: 35
Savings with AdSkate: 14%
Objects: Safe, phone, raccoon, lottery ticket, gold coin
Image Tone: Dynamic, earthy
Call To Action: “Play today”
The Illinois Lottery’s success underscores a growing truth in advertising: creative is the single biggest driver of campaign outcomes. With traditional targeting tools shrinking, the ability to test, analyze, and optimize creative elements before launch is no longer optional, it’s essential. AdSkate’s AI gave the Illinois Lottery the clarity to maximize every media dollar while delivering campaigns that resonated more deeply with players.
For marketers everywhere, this case study is proof that creative intelligence can be the edge that turns limited budgets into outsized results.
