Sweepstakes: All About the Vertical of Giveaways and Lotteries
Hello! This is Push.House. Let’s continue our discussion about the popular verticals among our advertisers. Today, let’s focus on a vertical which relevance and effectiveness have been proven over time due to stable user interest in the niche — sweepstakes.
Sweepstakes
Sweepstakes are a vertical represented by giveaways and lotteries popular among advertisers and audiences, regardless of the advertising season or region.
This vertical invite users to participate in giveaways in exchange for a specific action. It might be registration, filling out a form or adding a card. Prizes for participation can vary depending on the contest organizer. They typically include mobile devices, free subscriptions to popular services, trips, coupons, and more.
The primary goal of these giveaways is to gather data about the audience and utilize it to achieve potential marketing objectives (sales, lead generation, subscriptions, etc.).
This vertical’s popularity is due to its simple conditions, which require no investment from users. The target audience for these giveaway offers has no specific limitations or strict boundaries. Similar interest in the niche is observed across any Geos and age groups.
Sweepstakes are considered one of the steady verticals. The niche’s popularity remains unaffected by global events or economic changes in specific regions. It boasts a relatively low entry barrier and is popular among both experienced advertisers and newcomers in CPA marketing.
Advertisers use pre-landings to advertise sweepstakes offers effectively. The pre-landing page preceding the main landing page stirs user interest by explaining the benefits of participating in the giveaway. Pre-landings with interactive elements like puzzles, a wheel of fortune, or gift selection enjoy the highest popularity and predictable effectiveness.
We’ve extensively covered pre-landings and their purpose in one of our blog articles. Feel free to follow the link and read more if you missed it.
The classic pattern for sweepstakes vertical looks like this:
1. Advertisement display: Depending on the ad format chosen, the user receives a notification on the partner site or their device.
2. Redirect: After encountering the ad, the user clicks on the creative and lands on the targeted page. Mostly, it’s the pre-landing page.
3. Detailed Introduction: This section allows users to familiarize themselves with the giveaway conditions and receive all the information about prizes and contest timelines.
4. Target Action: The user fills out a form, typically including fields like name, phone number, and email address. If the offer involves adding a card, the user provides payment details.
5. Payout and Giveaway: The advertiser receives the payout when a user completes the intended action. The actual giveaway and its process have no significance for the advertiser.
Offers Types
Offers in the sweepstakes vertical can be divided into several categories based on the desired user action. Currently, the following types of offers are distinguished:
CC Submit
CC Submit Sweepstake (Credit Card Submit) — an offer category where the targeted action involves debiting a small amount from the user’s card balance. The amount is usually insignificant, and the debit must confirm the payment method or make a minimal deposit to participate in a giveaway.
Advertising CC Submit Sweepstake offers come with significantly higher bids, but the traffic acquisition process has some peculiarities. Convincing users to provide their card data and making a debt is challenging. Advertisers use pre-landings with interactive elements to encourage adding CC data, sometimes more than one.
The key feature of advertising CC Submit Sweepstake lies in the remarkable popularity of these offers in Tier-1 and Tier-2 countries, where online sales are more developed, and users trust websites where they input card information.
Launch Sweepstakes offers on Push.House traffic
Popular GEOs for advertising CC Submit Sweepstake:
– France
– Sweden
– Norway
– Denmark
– Belgium
– Romania
– Hungary
– Czech Republic
– USA
– Portugal
– England
– Italy
– Canada
– Australia
– New Zealand
– Singapore
– Netherlands
– Austria
– Switzerland
– Spain
– Bulgaria
SOI/DOI
SOI/DOI Sweepstake — offers a payout after a user enters an email. The difference between SOI and DOI is that email registration confirmation is required for payout in the second one.
This type of offer is considered one of the most mature. Despite its conditional “age,” SOI/DOI Sweepstake offers continue to convert, attracting attention from large volumes of quality traffic in the form of an audience interested in the sweepstakes.
One peculiar aspect of these offers may be strict limitations on advertising. Major companies organizing sweepstakes are only sometimes lenient towards aggressive approaches and other traffic acquisition tools through creatives, such as explicit misleading.
Unlike CC Submit Sweepstake, payouts here are significantly lower. However, with a consistent increase in interested traffic, the difference in overall income from advertising is not always noticeable.
Advertising occurs through surveys, allowing the collection of sufficient data, including name, phone number, or email. The most lucrative GEOs are Tier-2 and 3 regions. The audience in these regions is less inclined to provide payment details. Yet still they desire a free, brand-new iPhone.
IVR and PIN Submit
IVR (Interactive Voice Response) and PIN Submit offers involve confirmation via call or SMS. These categories are less popular and gradually becoming outdated. The pattern length defines these offers as less effective. However, users can still achieve stable results and positive outcomes with the right advertising approach.
Approaches
To understand the most popular approaches among advertisers advertising sweepstake offers, let’s utilize Spy.House, a free ad monitoring service for competitors. We previously published a detailed guide on using this service. Follow the link if you missed it.
Popular approaches:
Gift
A message informing users they’ve received a gift that can be claimed by clicking a link. This classic approach in sweepstakes advertising emphasizes the opportunity to receive a gift without explicitly mentioning the giveaway.
The creative’s visual aspect usually features gift packaging or imagery hinting at a present. The text segment resembles a direct address. It might contain a clearer call to action like: ‘Click and claim your gift.’
Winning Notification
Another equally popular approach relies on addressing users directly. The visual part of the notification may resemble any popular messenger interface.
Terms and Direct advertising
Description of giveaway terms includes minimal description, brand representation conducting the giveaway, and a direct call to action.
Surveys, Quizzes, and Wheel of Fortune
Various interactive elements increase user engagement and stir their interest. The giveaway might be a reason to fill out a questionnaire or interact with pre-landing or landing page elements.
Conclusion
Sweepstakes stand as one of the primary verticals enjoying popularity among Push.House advertisers. The quantity of offers available in the market and the simplicity of the intended action define this niche as one of the easiest to advertise. Seasoned advertisers and newcomers beginning their journey in CPA marketing effectively advertise this vertical.
To personally experience the relevance of these offers among your audience and the potential benefits of advertising, navigate to your Push.House account and launch your first advertising campaign for Sweepstakes right now.
