The new advertising campaign for Kylie Skin, skincare range by social media influencer, Kylie Jenner launched by Adomni is the largest ever Programmatic OOH. The ad campaign stars, Kylie Jenner’s face, glowing and larger than life as the centrepiece of the billboards. However, behind this marketing strategy, programmatic technology has played an important role.
The campaign used around 5,800 screens in more than 1,000 cities for Kylie’s new DTC skincare line, Kylie Skin. The idea was conceptualised by DOOH ad-tech company Adomni along with 22 publishers in the OOH space, including Lightbox, Clear Channel Outdoor and Lamar. The campaign was seen across billboards in various places such as shopping malls, along roadsides and anchored in a metropolitan hub like Times Square.
What makes this campaign one-of-a-kind is the fact that access to the various mediums such as large-format billboards, shopping mall screens was made possible through an online buying platform. It is a known fact that launching a campaign as big and widespread as this would involve months and expenditure of hundreds of dollars. Although in this campaign the programmatic screens are bought for only the time that a brand needs them, it is cheaper than ever.
With that hurdle out of the way, out-of-home is available to more media buyers than ever before. According to recent reports, DOOH sales have been growing by 16% over the past five years, reaching nearly $6 billion dollars in 2018 alone. Moreover, the number of digital ad units bought out by marketers has almost doubled—from 160,000 to 300,000—over the past four years.