billups, the world’s largest independent Out-of-Home (OOH) technology and managed services firm, announced a major leap forward in its product suite with the launch of audrai, the first AI-powered agentic system purpose-built to optimise planning and performance in OOH advertising. This announcement complements billups’ technology-led growth across more than 20 countries and further strengthens its leadership in the UK and EMEA markets.
Audrai is at the heart of billups’ proprietary data and measurement platform, offering brands and agencies a powerful tool to plan, evaluate, and enhance their OOH investments in a way that was previously difficult in traditional out-of-home.
Shawn Spooner, Global Chief Technology Officer at billups, emphasized the transformative impact: “billups is leading a fundamental shift in how advertisers approach OOH with our ability to bring digital-level measurement and optimisation to a historically analog medium. 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.”
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At the core of billups’ success is a hybrid philosophy that fuses human creativity and local market expertise with advanced AI. Audrai automates complex operational tasks freeing up teams to concentrate on higher-value work like strategy, innovation, and creative ideation.
Early deployments of audrai have already delivered compelling results across global operations:
- Workflow acceleration has improved by up to 50%.
- Geospatial mapping, which used to take 1–2 days, now takes less than 2 minutes.
- Campaign planning cycles have been compressed from days to hours.
- It can instantly generate market, audience, and client strategy insights.
Unlike generic AI tools, audrai is tailor-made for the out-of-home space. It is built to understand the nuances of OOH integrating automated audience planning, creative performance forecasting, A/B testing, and predictive insights to make campaigns smarter, faster, and more accountable.
Steve Parker, Executive Director at Medialab Group, praised the innovation: “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. 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 & EMEA Momentum Validates billups’ Global Strategy
billups’ strong performance in the UK and EMEA underscores its wider global ambitions. Since acquiring MediaBridge in the previous year, the company has significantly deepened its presence in these markets. Key highlights from its expansion include:
- 78 new hires in 2025, with the UK team alone growing 40% year-over-year, particularly in client strategy, technology, and analytics.
- Onboarding of more than 20 new clients, including household names like Oatly, Just Eat, and Revolut.
- Recognition for excellence, with 21 major industry awards for client campaigns.
billups recently held an exclusive event in London titled “OOH for the Performance Age,” bringing together senior marketers, agency leaders, media suppliers, and advertisers to showcase how audrai and AI more broadly are reshaping OOH planning and measurement.
