billups, the world’s largest independent Out-of-Home (OOH) technology and managed services company, has introduced major enhancements to its technology stack, highlighted by the launch of audrai—the first AI-powered agentic system designed to optimize planning and performance in OOH advertising. This innovation supports the company’s rapid expansion across more than 20 countries and reinforces its strong growth trajectory in the UK and EMEA regions.

The company’s portfolio of proprietary data and measurement tools, led by the newly launched audrai, is reshaping how brands worldwide plan, analyze, and optimize their OOH investments.

“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,” 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.”

At the core of billups’ global success is a philosophy that balances human creativity and local expertise with advanced technology and AI. audrai supports this model by automating complex operational workflows, allowing teams to prioritize strategic innovation. Early deployments have delivered measurable improvements, including:

  • Up to a 50% increase in workflow acceleration.
  • Reduction of complex geospatial mapping from 1–2 days to under 2 minutes.
  • Campaign planning cycles shortened from days to hours.
  • Instant market, audience, and client strategy generation.

Designed specifically for OOH, audrai combines automated audience planning, creative performance insights, A/B testing, and predictive analytics to make campaigns smarter, faster, and more accountable.

“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.”

UK and EMEA Market Successes Validate Global Technology Strategy

Since acquiring MediaBridge last year, billups has accelerated its market share growth by introducing advanced capabilities previously unavailable to UK advertisers.

The company’s recent achievements in the UK and EMEA include:

  • 78 new hires in 2025, with UK team growth of 40% year-over-year across client strategy, tech, and analytics.
  • More than 20 new clients added, including Oatly, Just Eat, and Revolut.
  • 21 major industry awards for client campaigns.

billups recently previewed its new technology advancements at an exclusive event in London, bringing together agency leaders, advertisers, senior marketers, and media partners. Themed “OOH for the Performance Age,” the event showcased how AI-driven capabilities are reshaping OOH planning and measurement, highlighting new opportunities for the UK market.

Continued Innovation Investment

Looking ahead, billups is accelerating investment in AI, machine learning, and advanced analytics, with plans to enhance its platform through 2026. Key development areas include:

  • Enhanced predictive modeling for campaign performance.
  • Deeper integrations with digital marketing ecosystems.
  • Advanced creative optimization influenced by environmental context.
  • Real-time audience measurement and verification.

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