Dive Brief:

• Out-of-home (OOH) ad platform Adomni has launched what it says is the largest-ever programmatic OOH campaign, promoting the first skincare product from celebrity Kylie Jenner, according to a press release. The campaign for Kylie Skin will reach audiences simultaneously in over 1,100 U.S. cities, including locations on Las Vegas Boulevard and in New York City's Times Square.
• Owners of the digital billboard and roadside display inventory include Lamar Advertisting, Clear Channel Outdoor, Lightbox OOH Video Network and Superior Digital Bilboards. A variety of creative artwork will be displayed in rotation each day, and Adomni said the targeted displays include over 1,500 digital video screens in more than 200 shopping malls and over 4,300 roadside digital billboards.
• The OOH campaign for Kylie Skin launched on May 22, the same day it become available at KylieSkin.com for $125 per set of six products, following promotion on social media. It sold out in six minutes, and the brand said the product was being restocked

Dive Insight:

Programmatic bidding and digital delivery continues to evolve OOH advertising into a fully integrated channel in a digital campaign. The perceived potential of OOH to grab the attention of consumers is even attracting a marketer like Kylie Jenner, who has relied heavily on social media to get in front of customers.

Adomni emphasizes that advertisers employing its platform can buy any of more than 1,000 audience segments across nine categories, instead of just buying a neighborhood. This kind of targeting is made possible by analytics from a variety of audience-defining data streams, such as info delivered by apps from participating mobile device users or images from cameras on the outdoor displays.

In a multi-channel campaign, OOH can offer advantages over other channels. Cuebiq's Footfall Attribution Benchmarks report, published in April, found that OOH was the most powerful tool to get shoppers into the doors of physical retailers, boosting footfall traffic by an average of 80% to 120%. Key reasons include the proximity of displays proximity to physical stores and the increasingly targeted nature of the messages. The Kylie Skin campaign suggests that these ads can also effectively boost online sales.

That kind of efficacy is driving a boom in OOH spending. In March, a report from the Out of Home Advertising Association of America found an increase of 4.5% in OOH spending over the previous year, capping 35 consecutive quarters of growth. The report noted that digital OOH, such as the OOH handled by Adomni, represented 29% of total OOH revenue last year.

While OOH is being employed for Kylie Jenner's Kylie Cosmetics, that brand's growth into a $800 million beauty empire in three years has largely been driven by the celebrity's huge and influential social media network. Currently, her followers on Twitter exceed 27 million, and they readily respond to her likes and dislikes. In February of 2018, for instance, she tweeted that she was no longer using Snapchat. The market value of Snapchant dropped by $1.3 billion shortly thereafter.