Outcast Media and PumpTop TV today announced the launch of Lotto Live, a new product which enables “state lotteries to reach millions of consumers with real-time jackpot information while they fuel their vehicles.”

Lotto Live displays the real-time jackpot on screen alongside high-definition creative and rich audio. It can also be configured to change messages dynamically based on jackpot amounts and draw dates and include directions to the nearest lottery kiosk.

California Lottery will be the first client to take advantage of the product.

Nathan Gill, Chief Media Officer for the Outcast/PumpTop TV joint venture explained, “With Lotto Live we’re connecting state lotteries with millions of consumers within steps of point of purchase. The product’s enhanced targeting, dynamic content, and proximity to point of sale creates an actionable dialog with the consumer that’s impossible to achieve with traditional billboards or radio. We’re delighted that the nation’s largest state lottery has decided to take advantage of this powerful new product.”

The Outcast Media/PumpTop TV networks reach a combined 20 million viewers every month on 12,600 screens at service stations and convenience stores nationwide.