Billups Launches OOH Campaign Analytics Platform

New York-based Out-of-Home ad services agency Billups has launched an analytics platform specifically for the tracking and measurement of OOH campaign performance; and the formation of Billups Labs, which will work on research and development for the firm.

Billups offers patented scientific targeting, accurate OOH measurement and an AI-powered recommendation engine, for clients including advertisers, agencies and media owners. The new Billups Analytics uses machine learning technology and outputs data on both traditional and digital OOH performance to a Measurement Dashboard featuring 'comprehensive' analytics, from reach and frequency to audience insights; near real-time data allowing the optimization of campaigns on the fly; simple visualizations and an 'intuitive and user-friendly interface' making it accessible both to seasoned advertisers and newcomers to the OOH space.

Global CEO David Krupp (pictured) comments: 'The misperception that OOH is not measurable inhibits investment from marketers seeking lower funnel results. Billups Analytics provides advertisers with insights into OOH performance by monitoring tailored delivery metrics for each board or screen at every hour of the day'. CTO Shawn Spooner adds: 'We wanted to understand how audiences perceive an ad while simultaneously measuring the upper and lower funnel metrics that advertisers expect from other media. In doing so, we built machine learning techniques for understanding both visibility and potential obstructions and the role that competition for attention plays in the likelihood of any viewer seeing your message'.

Billups Labs' work will include testing prototypes and collecting customer feedback.

Web site: www.billups.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.