How Programmatic Advertising Powers The Future

KylieSkin campaign

Not a day goes by where we hear endless ramblings on the power of technology and how it is bound to reshape the way advertisers and marketers connect to the masses.

Well, programmatic technology is now becoming the benchmark in terms of how advertising campaigns are being rolled out these days.

As reported recently on AdWeek, Kylie Skin, the skincare line of Kylie Jenner, used 1,300 screens in more than 1,000 cities in the US for its latest advertising campaign.

The campaign was brought to life across billboards in malls, roadsides and metropolitan areas like Times Square with the help of digital OOH ad tech company, Adomni, and over 22 publishers in the OOH space as well.

Speaking to the publication, Jonathan Gudai, Adomni’s CEO, described the ad campaign as “possibly the largest of its kind” and “kind of a whirlwind” that came together over the course of five days.

He said that the idea was hatched on a Friday, and under a week, the message was being pushed out around the country.

This “Kylie-real-world-takeover,” as Gudai dubbed it, shows the “magic” of buying out-of-home programmatically.

Campaigns on screens around the country can be bought in minutes via online buying platforms, and in the days of traditional billboard campaigns, it would have taken at least three months and possibly millions of dollars too.

“But because programmatic screens are bought for only the time that a brand needs them, it’s a completely different game—and cheaper than ever,” said Gudai.

DOOH sales have been growing, and as recent analysis from MagnaGlobal shows, its been steadily growing by 16 percent over the past five years with nearly US$6 billion of sales in 2018 in the US alone.

Interestingly, the number of digital ad units purchased by marketers has increased from 160,000 to 300,000 over the last four years too.

Gudai is trying to educate digital buyers that DOOH is the next great medium and what they have done is nothing short of groundbreaking to run that many advertisements with minimal effort.

Source: AdWeek.


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