Billups
Granular Audience Visibility for Maximum Engagement
Benjamin Billups, Founder and CEO“What digitization brings to the table is accountability. And we are uniquely positioned to redefine traditional OOH and DOOH advertising using a combination of technologies, including computer vision, AI, machine learning, and location observation, as the foundation,” says Billups. With such a comprehensive and informed approach, brands, advertising agencies, and marketers no longer have to depend on stale data. They can view the most recent data at a granular level and take informed actions based on the behavior of people in real-time.
In the OOH advertising arena, any marketer needs to understand where people live, work, and play for his efforts to pay off. A veteran company powered by a startup spirit in the OOH industry, Billups has in-depth knowledge of the intricacies that have plagued organizations for so long. With this knowledge, the company has built a powerful data-driven platform for the OOH and the DOOH marketplaces. Its platform combines workflow automation, geospatial insights, and advanced reporting on location intelligence while its competitors offer each of these capabilities in parts.
Brands and agencies can use Billups’s platform to search both static and digital inventories while managing campaigns. On a daily basis, the platform leverages up to three billion mobile location observations across 55 million customer journeys against more than 300 million mobile devices to track the right audience for its clients. It tracks the IP address and unique mobile IDs of the individuals that allow users to gain deeper insights and take actionable decisions.
We are uniquely positioned to redefine the traditional OOH and DOOH advertising using a combination of technologies, including computer vision, AI, machine learning, and location observation, as the foundation
In addition, the platform has a ‘Google Street View’-like user interface where the user can view the physical location of the target demography before placing an ad. The visibility allows users to select the spots in any city that they have never even visited. The users can analyze 5-6 places both from a data and visual standpoint before making the decision.
A go-to partner for more than 300 clients made up primarily of large technology brands and independent advertising agencies in the US— Billups employs an efficient client engagement strategy that facilitates them with access to information ‘at their fingertips.’ The company brings much needed transparency to the industry, including target audience location data, foot traffic data, and pricing data.
In all its engagements, Billups employs its team of industry leading experts to work collaboratively with clients to deliver an optimized, data-driven OOH strategy that solves for business objectives.
Billups News
Billups Appoints Former Yahoo Executive Stephanie Gutnik as Global Chief Strategy Officer
Billups Launches AI-Powered Cookieless and Device ID-less OOH Measurement Solutions
NEW YORK - Billups, announced enhanced OOH measurement solutions for marketers to make data-driven decisions and optimize their OOH advertising strategy. The company has expanded this offering globally, providing local and cross-geography metrics to drive campaign insights and performance for advertisers in nearly two dozen countries.
With increasing concerns surrounding data privacy and the deprecation of cookies, advertisers are seeking innovative solutions that prioritize consumer privacy while still delivering actionable insights and results. In response to this demand, Billups has developed new privacy-centric measurement solutions, independent of mobile device identifiers or tracking cookies. This suite of tools gives marketers the ability to understand, attribute and optimize OOH audience targeting and drive action toward KPIs.
Using privacy-compliant mobility data to track exposure to OOH placements, Billups identifies devices exposed to ads and ensures statistically confident results by cross-referencing audience data against various demographic and behavioral characteristics. With AI-powered predictive modeling, Billups identifies units akin to historical top-performing units, improving performance by targeting new units appealing to similar audiences, simplifying market replication and planning.
"These privacy-compliant solutions have empowered us to make data-driven decisions with unparalleled precision and allow us to optimize our OOH advertising strategy for maximum impact,” said Jessica Romaniuk, President, Chicago at Two by Four. “By leveraging AI and cutting-edge machine learning technology, Billups has not only made our campaign results more informative, but also established OOH as a vital channel in our performance marketing mix.”
“Our standard approach to measurement is built on consented data and is fully anonymized,” said Shawn Spooner, Chief Technology Officer at Billups. “Each data point is assigned to a privacy-preserving cohort, which removes all personally identifiable information. With Billups, data and privacy are protected, incremental OOH performance is still measurable, and every dollar is utilized to its fullest potential, maximizing ROI for advertisers while maintaining the integrity of their campaigns."
“With the launch of our enhanced measurement capabilities and new solutions, we are giving advertisers greater confidence to plan and implement OOH alongside other performance media,” said David Krupp, Global CEO of Billups. “Our intention is that these solutions establish new benchmarks for accountability, privacy and efficacy across the broader advertising technology ecosystem.”
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Company
Billups
Management
Benjamin Billups, Founder and CEO
Description
Billups is an advertising technology company for the OOH & DOOH marketplace, translating the physical world into data-driven solutions with the leading outdoor advertising platform. With offices across the US, Billups uses the largest independent managed service team in the nation to inspire brands and agencies to build and measure intelligent campaigns by connecting advertisers to their audiences. It helps to drive growth by finding ideal outdoor placements catered directly to your brand’s audience and also measure the effectiveness of each placement in reaching your brand’s audience and delivering ROI
“Thanks to new and emerging technologies like augmented reality, automation and artificial intelligence, the OOH industry is experiencing a digital renaissance, and Billups is at the forefront of this global transformation,” said Gutnik when asked why she decided to join Billups. “With 20 years of unparalleled OOH expertise and innovation, Billups is the gold standard for OOH planning, activation, and measurement. I look forward to contributing to its continued success and further cementing its leading position in the advertising technology landscape.”
Prior to joining Billups, Stephanie Gutnik held the position of Global Head of Digital Out-of-Home (DOOH) at Yahoo. In this capacity, she played a pivotal role in defining the company's DOOH strategy, shaping the product feature set, and establishing the go-to-market strategy.
Before her tenure at Yahoo, Gutnik served as the Vice President of Digital Strategy and Programmatic Sales at OUTFRONT Media, and she held the position of Vice President of Business Development at Broadsign. Notably, she also managed marketing efforts at Broadsign and gained experience in advertising sales during her time at News Corp.
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“Stephanie’s appointment to our leadership team marks a pivotal moment in Billups’ journey,” said Billups chief executive officer David Krupp. “As we approach our 20th anniversary, Stephanie’s vast experience, combined with her visionary approach to OOH, will undoubtedly advance our position as a global leader in the industry. We are thrilled to welcome her into the fold and eagerly anticipate the transformative impact she is poised to bring.”
Stephanie Gutnik is a renowned figure in the Out-of-Home (OOH) industry, recognized on an international scale. She has earned accolades as an award-winning public speaker and has been honored with "Rising Star" awards from both the World Out of Home Organization and the Outdoor Advertising Association of America (OAAA). Her deep commitment to the industry is further exemplified through her involvement in various influential roles. She serves on the board of directors of the Canadian Association of New York and the Digital Signage Experience Advisory Board. Additionally, she holds Co-Chair positions within the OAAA Innovations Committee and the Interactive Advertising Bureau of Canada DOOH Committee. Furthermore, Stephanie is pursuing her doctoral studies in marketing at Edinburgh Business School.
Working alongside Krupp and the global team at Billups, Stephanie Gutnik is dedicated to reshaping the boundaries of OOH advertising. Their approach combines innovation with strategic, data-driven insights, aiming to propel the industry forward by fostering exceptional growth and engagement.