Adrian J Cotterill, Editor-in-Chief
billups today announced significant enhancements to its technology capabilities, including the introduction of ‘audrai’, described as the first AI-powered agentic system built to optimise planning and performance for OOH advertising.
“billups is leading a fundamental shift in how advertisers approach OOH with our ability to bring digital-level measurement and optimisation to a historically analogue medium,” said Shawn Spooner, Global Chief Technology Officer at billups. “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.”
Central to billups’ global success is a philosophy that seamlessly integrates human creativity and local market expertise with advanced technology and artificial intelligence. audrai supports this approach, automating complex operational tasks while freeing teams to focus on strategic innovation. Early deployments have delivered measurable results across the company’s global operations, including:
- Up to 50% increase in workflow acceleration
- Complex geospatial mapping reduced from 1-2 days to under 2 minutes
- Campaign planning cycles compressed from days to hours
- Instant market, audience and client strategy generation
“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,” said Steve Parker, Executive Director at Medialab Group. “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.”
We are told that unlike generic AI tools, audrai is built to understand OOH from the ground up, bringing together automated audience planning, creative performance, A/B testing, and predictive insights to make campaigns smarter, faster, and more accountable.
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