Billups rethinks analytics offering to win over OOH ad dollars for performance campaigns
We all know that digital has largely taken over most media, but there are pockets of analog that still deliver some value to advertisers. One of the last bastions is outdoor advertising — and Billups, an OOH media agency, caters to that.
But Billups, which just hit 20 years in operation, also realizes that traditional media needs to keep up with modern forms of measurement, analysis and data gathering — counting cars passing a billboard just won’t cut it anymore.
To that end, Digiday has learned the Portland, Ore., based shop (which also has offices across the U.S. and around the globe) has launched a new analytics platform designed to distill OOH campaign performance tracking and measurement using machine learning tech. The platform captures both traditional and digital campaign performance, with the ultimate goal to get OOH considered as an option for lower-funnel performance campaigns, not just branding. The agency is talking with several clients, including DTC marketers, but declined to identify which are currently using the new tool, which is being applied to all Billups’ locations.
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Source:: Digiday
