Saeed Alshamsi, Managing partner of lifeonscreen Dubai
When Kylie Jenner launched her direct-to-consumer skincare line, Kylie Skin, in May this year, she veered from her normal social-heavy ad campaigns, which have worked pretty well for her Kylie Cosmetics range. Instead, the youngest billionaire in the world opted to introduce her skincare products through 5,800 screens spread across shopping malls, highways, and bus shelters in 1,000 US cities. Even though the Kylie brand is only realising the power of digital out-of-home (DOOH), Fortune 500 tech and media companies such as Amazon, Google, Apple, and Netflix increased their spend on DOOH in 2018.
DOOH returns for marketers also pea
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