"Arguably the oldest of advertising mediums, OOH has always been an important communication channel, albeit previously in the shadow of more measurable peers. I believe the COVID pandemic reminded everyone just how important our cityscapes - spending time and being engaged within them - are to all of us. I believe we're witnessing a resurgence in, and redefinition of, what OOH touchpoints mean to marketers."
"Timing matters. We saw a gap; brands want audience engagement that's creative and accountable. They're hungry for a partner who understands both the art and the science of OOH. With the rise of programmatic, audience data, and smarter tools like audrai, the conditions were right. Culturally, we're seeing a mindset shift in EMEA; marketers want more from their media mix."
Out-of-home (OOH) advertising is transitioning from a traditional awareness medium to a measurable performance channel as measurement, attribution, and audience data mature. The COVID pandemic underscored urban engagement and renewed demand for impactful cityscape touchpoints. Programmatic buying, smarter tools like audrai, and creative iteration enable accountable audience engagement and conversion tracking. Brands increasingly seek partners that combine creative expertise with data-driven planning and attribution. Billups is scaling in the UK to meet market demand, offering innovations across planning, buying, attribution, and conversion. A cultural shift across EMEA is driving higher expectations for OOH’s role within performance-focused media mixes.
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