billups Adds Analytics Attention Dashboard for OOH

Out-of-Home (OOH) managed services agency billups has added attention metrics to its offer, assessing how well traditional and digital OOH units stand out in their environments, and according to the firm 'comparable to attention measurement in other channels'.

billups' mission is 'to make Out-of-Home as automated and attributable as the most effective digital ads'. 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 R&D center Billups Labs.

The new Dashboard is privacy-compliant and indicates the quality of OOH impressions, evaluating and adjusting for site-specific environmental and contextual features that may impact a viewer's ability to see and recall an ad. The resulting benchmarked attention score combines proprietary methodologies with established OOH space measurement standards, patented machine learning algorithms and computer vision, and shows the relative strength of the board in securing attention. Also included in the Dashboard's display are metrics like reach, frequency, audience demographics, and dwell-time analysis for persons or vehicles near the unit.

The firm says the new product can be used alongside creative optimization tools - which use image analysis to highlight which parts of the creative are most likely to garner attention - 'to inform marketers' selections of sites and creative for traditional, digital and programmatic OOH, as part of omnichannel campaigns'.

'In a crowded media environment, it is critical that advertisers have the precision tools to measure and optimize their campaigns, 'ensuring their OOH investments drive results', says Global CTO Shawn Spooner.

The Dashboard is available in beta in the US and Europe, and will be rolled out to Canada and parts of the Asia-Pacific region by the end of the year.

Web site: www.billups.com .