ANZ Expansion for Acquisitive OOH Firm Billups

Out-of-Home (OOH) managed services agency Billups has acquired New Zealand OOH agency Billie Media, giving it an ANZ platform for expansion of its patented analytics and measurement platform.

Billups, whose mission it 'to make Out-of-Home as automated and attributable as the most effective digital ads', has already acquired Outsight, TAC Media and OOH Labs in the last eight months, giving it a presence in Belgium, Canada and Malaysia. The firm combines 'patented scientific targeting, accurate Out-of-Home measurement and an AI-powered recommendation engine' to helps advertiser, agency and media owner clients. Last November it launched an analytics platform specifically for the tracking and measurement of OOH campaign performance; and announced the formation of Billups Labs, which will work on research and development for the firm.

The latest buy brings the company's full suite of Out-of-Home solutions and services to the ANZ market for the first time. Billie Media was founded in Auckland in 2021 and provides outdoor media solutions across Australia and New Zealand, including creative optimization and measurement solutions.

Co-founder Benjamin Billups (pictured) comments: 'The Australia and New Zealand Out-of-Home market is a billion-dollar-plus advertising opportunity. Customer demand has driven our major expansion over the past year, and they trust Billups to have the team and technology in place to deliver ROI. Billie Media's core local focus on expertise, data and tech will help enhance our promise to advertisers for a solutions-focused, centralized and accountable approach to driving engagement and value through Out-of-Home experiences'. Ben Poole, Director and co-founder of Billie Media, says clients will get 'tremendous benefit' from the deal, including improved 'confidence, value and accountability in buying OOH media wherever their customers may be'.

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.