OOH Gets Its Performance Era: billups Reports 74% Growth as Brands Flock to Measurable Media
Out-of-home (OOH) advertising isn’t just for brand awareness anymore—and billups is proof. The world’s largest independent OOH agency just reported a staggering 73.8% year-over-year revenue growth in Q1 2025, fueled by a dramatic shift in marketer demand: from static billboards to measurable, full-funnel impact.
As advertisers grow weary of digital ad fraud and cluttered online environments, many are turning to OOH as a brand-safe, high-visibility alternative that now comes with modern accountability. And billups isn’t just riding that wave—it’s engineering it.
“We’re shifting OOH from a secondary spend to a strategic pillar,” said David Krupp, Global CEO of billups. “Our focus on outcomes, not just impressions, builds the trust brands need to invest confidently.”
From Awareness to Attribution
Forget the static posters and guesswork. billups has spent years developing a patented analytics and measurement platform that now powers performance-driven OOH campaigns across 19 countries. Among its 12 patents: viewability scoring based on dwell time and obstructions, predictive mobile-based targeting, and computer vision to fine-tune placement.
The result? OOH is now actionable, attributable, and optimizable—words previously reserved for digital media.
This evolution is showing up in client budgets. According to billups, many brands now allocate up to 15% of their media spend to OOH, significantly above the industry average.
Clients and Creativity Win Big
The agency’s tech prowess is matched by its creative muscle. In the past year, billups and its clients have won 21 major industry awards from organizations including OBIE, Digiday, The Drum, and AMMA. Brands like Oatly, Nike, Samsung, and e.l.f. Beauty have tapped into the agency’s mix of contextual storytelling and data-informed targeting.
“They understand our brand voice as if it were their own,” said Magda Szmilewska, Global Media Manager at Oatly. “It’s a true partnership.”
Non-profits are also reaping the rewards. The AIDS Healthcare Foundation credits billups for driving award-winning billboard campaigns with innovation that fits its mission and budget.
Going Global—with Talent and Tech in Tow
billups is not slowing down. The agency now operates in 19 countries, with recent entries into New Zealand, India, Korea, and Mexico, and launches imminent in Latin America and the Middle East. That expansion comes with serious headcount: 156 new hires in 12 months, bringing the total to 365 employees.
Even more impressive? A talent turnover rate of just 4%, a rarity in the high-churn ad industry.
Looking ahead, billups plans to launch an enhanced technology suite in 2025. It will include new tools for creative optimization, attention measurement, and real-time performance, turning OOH into a responsive media channel that adapts just like programmatic digital.
And with the recent ISO 27001 certification, clients can feel secure knowing their sensitive campaign data is protected by internationally recognized security standards.
The Future of OOH Is Full-Funnel
In today’s fragmented media landscape, billups is positioning OOH not just as a mass-reach tactic but as a strategic driver of conversions, store visits, and even digital engagement.
“We connect real-world exposure to real-world action,” said Ranganathan Somanathan, Global Chief Growth Officer. “OOH can now influence every stage of the customer journey.”
That claim is no longer speculative. With AI-powered tech, advanced analytics, and expanding global infrastructure, billups is building the blueprint for what modern OOH can be: a measurable, performance-ready engine that moves people—and moves the needle.
