New tools for tracking: Out-of-Home is experiencing something of a renaissance at a time when trackability and proving ROI across every channel is non-negotiable for marketing leaders. billups has introduced the billups Analytics Attention Dashboard, a new advanced analytics tool designed to optimize OOH placements by providing contextual and creative attention metrics. The advancement aims to align OOH with digital advertising standards, making it more sophisticated and measurable.

The approach: billups, a leader in OOH advertising with a global presence in 17 countries, leverages proprietary AI-powered technology to enhance media performance. The billups Analytics Attention Dashboard is an AI-based, privacy-compliant platform that evaluates site-specific features to assess the quality of OOH impressions.

• It provides comprehensive metrics such as reach, frequency, audience demographics, and dwell-time analysis, proving that OOH is not just for "spray and pray" mass media, but can be highly targeted.

• The platform's attention score and creative optimization features are pivotal, indicating how effective a board is at securing attention and analyzing image distribution to determine which parts of the creative are most likely to attract attention.

Big picture: A recent study by the Out of Home Advertising Association of America (OAAA) and Benchmarketing highlights the potential of reallocating media budgets to OOH.

• In the Automotive sector, increasing OOH allocation from 1% to 2% can result in a revenue gain of $52 million.

• In the Retail Grocery sector, increasing OOH allocation from 8% to 14% can lead to a revenue gain of $16 million.

• In the CPG Food sector, increasing OOH allocation from 5% to 6% can result in a revenue gain of $2.42 million.

• The study suggests that OOH is an under-invested media channel with high performance potential across the consumer funnel, with initial incremental increases generating the largest portion of total media plan optimized revenue and gains in brand metric scores.

Looking ahead: The billups dashboard is currently available in beta to clients and partners in the US and Europe, with plans to expand to Canada and parts of the Asia-Pacific region in Q4 of this year. billups is in a growth phase, having also acquired four OOH agencies worldwide in the past year, and says it achieved 123% revenue growth over the past three years. The company also appointed a Global Chief Operating Officer and new CEO for the Asia-Pacific region, as well as four senior leaders to drive further expansion in the Australia and New Zealand and Middle East regions.