billups launches AI system to boost OOH performance

billups has introduced audrai, an AI-powered agentic system designed to optimise planning and performance for Out-of-Home advertising. The technology forms part of an expanded suite of proprietary data and measurement tools that support the company’s growth across more than twenty countries, including momentum in the UK and EMEA.

The company’s approach integrates human creativity and market expertise with advanced automation, aiming to bring digital-level accountability to a historically analog medium.

audrai accelerates planning, mapping and measurement

The system automates operational tasks while supporting strategy development. Early deployments have delivered significant efficiency gains across billups’ global operations, including up to a fifty percent reduction in workflow time, geospatial mapping cut from up to two days to under two minutes, campaign planning reduced from days to hours, and instant generation of market, audience and client strategies.

Shawn Spooner, Global Chief Technology Officer, billups: "billups is leading a fundamental shift in how advertisers approach OOH with our ability to bring digital-level measurement and optimization to a historically analog medium. With audrai and our broader technology suite, we’re enabling brands to unlock the true performance potential of OOH, with particularly strong adoption in sophisticated markets like the UK where advertisers demand data-driven accountability."

audrai is built specifically for OOH, combining automated audience planning, creative performance analysis, A/B testing and predictive insights to help brands enhance accountability and speed.

Industry response highlights need for data-led OOH

Steve Parker, Executive Director, Medialab Group: "As an agency with a relentless focus on marketing effectiveness, we need a greater level of accountability and agility from Out-of-Home so we can measure and prove its impact on both brand and commercial KPIs. What billups is building with audrai represents the kind of innovation we must have to bring data-driven planning and measurement to a medium that hasn’t been able to deliver this level of insight to date. We are excited to be early partners in this transformation and to help push the industry forward to how the medium should be planned and measured in the modern era."

UK and EMEA growth reinforces strategy

Following its acquisition of MediaBridge, billups has expanded rapidly in the region. Its recent progress includes seventy eight new hires in 2025, with the UK team growing forty percent year-on-year, more than twenty new clients such as Oatly, Just Eat and Revolut, and twenty one industry awards for client campaigns.

The company previewed its technology upgrades at an event in London titled OOH for the Performance Age, giving marketers and agency leaders an inside view of how AI is reshaping OOH planning.

Continued investment in AI and analytics

billups plans to advance its platform through 2026 with enhancements in predictive modelling, deeper integration with digital marketing systems, creative optimisation informed by environmental factors and real-time audience verification.

www.billups.com

Follow Marketing Report on LinkedIn