This is believed to be the largest single national programmatic digital billboard campaign ever, according to Adomni, reaching audiences in over 1,100 U.S. cities, including prominent areas such as Times Square and Las Vegas Boulevard. The programmatic out-of-home Kylie Skin campaign targeted 4,300+ US roadside digital billboards and 1,500+ digital video screens in 200+ shopping malls. Using Adomni’s open online buying platform for OOH screens, the ads ran Wednesday morning shortly before the product launched.
“It’s always exciting to find new ways to connect with people and I loved the idea of being able to have my Kylie Skin campaign show up on billboards simultaneously across the whole country, to tie in with everything I was doing on social media to promote my skincare launch,” said Kylie Jenner.
Adomni’s programmatic integration with media owners such as Lamar Advertising, Clear Channel Outdoor, Lightbox OOH Video Network and Superior Digital Billboards, make it possible to deliver campaigns at scale.
“The opportunity to show the Kylie Skin team the scale of out-of-home’s reach and the ease-of-use of launching a campaign on the Adomni buying platform was extremely exciting for us,” said Jonathan Gudai, CEO of Adomni. “Kylie’s online and social following is truly remarkable. Our ability to reach large format, high profile digital screens in the real world showcased how perfectly the digital and physical channels work together.”
For this campaign, Kylie Skin had multiple pieces of creative artwork that were switched out throughout the day.
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“Thanks to programmatic technology and Adomni’s innovative integration with leading DOOH media owners, this campaign was able to be executed quickly, at scale, and with maximum impact,” Gudai said. “The world of digital online and digital out-of-home are coming together. It has never been easier or more affordable to launch an out-of-home campaign.”