billups Launches AI-Powered Agentic System for OOH Advertising

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billups, the independent Out-of-Home (OOH) technology and managed services company, has announced major enhancements to its technology capabilities, including the introduction of audrai, the first AI-powered agentic system built to optimise planning and performance for OOH advertising. 

The company’s technology-first approach has fueled expansion across more than 20 countries while building on momentum and leadership in the UK and EMEA markets.

The company’s suite of proprietary data and measurement tools, anchored by the newly launched audrai, is changing how brands worldwide plan, measure, and optimise their OOH investments.

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“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 AI. audrai supports this approach, automating complex operational tasks while freeing teams to focus on strategic innovation. 

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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.

“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.”

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Since its acquisition of MediaBridge last year, billups has rapidly gained market share by introducing advanced capabilities previously unavailable to UK advertisers.

billups previewed its technology enhancements at an exclusive event in London, bringing together senior marketers, agency leaders, media suppliers, and advertisers for an inside look at how AI is transforming OOH planning and measurement. 

Looking ahead, billups is accelerating its technology development with continued investment in AI, machine learning, and advanced analytics. The company plans to expand its platform capabilities throughout 2026, with a focus on:

• Enhanced predictive modelling for campaign performance.
• Expanded integration with digital marketing ecosystems.
• Advanced creative optimisation based on environmental factors.
• Real-time audience measurement and verification.

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