Belgian Buy for OOH Specialist Billups

New York-based Out-of-Home (OOH) ad services agency Billups, which offers a patented media analytics and measurement platform, is acquiring Brussels-based independent OOH agency Outsight.

Billups supports advertisers, agencies and media owners through services and platform technology with the aim of making OOH 'as automated and attributable as the most effective digital ads'. Five weeks ago it launched an analytics platform specifically for the tracking and measurement of OOH campaign performance; and opened Billups Labs, which will work on research and development. The firm bought TAC Media in September and OOH Labs in October, and now boasts a presence in sixteen countries across North America, Europe and Southeast Asia, with plans for continued expansion this year.

The latest buy, Outsight, employs fourteen staff and offers a suite of OOH advertising services and solutions including media planning and buying, campaign management, and production oversight. Billups has its European headquarters in Amsterdam, and says the Benelux countries have emerged as an innovation hub for programmatic OOH in recent years, with Outsight prominent.

Billups Global CEO David Krupp (pictured) says the latest move 'marks a significant milestone in the firm's journey towards redefining the OOH landscape in EMEA', and describes Outsight as 'a partner with deep, localized expertise that understands the market inside and out'. Co-founder Benjamin Billups says 2024 will see the company 'integrating its new capabilities, expanding its global footprint, and continuing to invest in developing cutting-edge technology and recruiting top talent'.

Outsight founder and CEO Jos Van Campenhout comments: 'In this digital renaissance, technology isn't just a tool; it's the key to unlocking personalized, immersive, and seamlessly integrated brand experiences. Billups is at the forefront of this digital transformation, enhancing the effectiveness of OOH campaigns by creating personalized, engaging, and well-integrated brand experiences. We couldn't be more excited to join their growing network of localized OOH partners'.

Web sites are at www.billups.com and www.outsight.pub .