Advertisers can now optimize OOH placements through the new billups Analytics™ Attention Dashboard and creative optimization features

Billups, a leader in independent Out-of-Home (OOH) managed services, has announced the launch of contextual and creative attention metrics designed to enhance the effectiveness of OOH media. This new offering captures the ability of traditional and digital OOH units to stand out in their environments, providing marketers with actionable insights to inform their site and creative selections for omnichannel campaigns.

• Introducing the Billups Analytics™ Attention Dashboard:

  • The AI-based Billups Analytics™ Attention Dashboard is a privacy-compliant platform that evaluates the quality of OOH impressions. It adjusts for site-specific features that impact a viewer's ability to see and recall advertisements.
  • This comprehensive platform provides metrics such as reach, frequency, audience demographics, and dwell-time analysis, estimating how quickly a person or vehicle is moving or resting near the OOH unit. The attention score derived from these metrics indicates how effectively a board captures attention compared to others in the market.

• How Attention Metrics Work:

  • By analyzing environmental and contextual conditions, the attention metrics provide a clear picture of each unit’s performance. Lower percentages indicate normal performance, while higher percentages signify exceptional attention-grabbing opportunities.
  • Billups' creative optimization tool goes a step further by employing image analysis to assess how visual information distribution impacts attention. Using their proprietary AI-based SSI model, it provides visual insights on which parts of an advertisement are most likely to attract viewer attention.

• Case Study: Cognitiv’s Successful Campaign:

  • A recent campaign for Cognitiv, utilizing the Billups Analytics™ platform, achieved an impressive average attention score of 44%, categorized as “exceptional” among OOH inventory.
  • Two units scored exceptionally high at 99% and 97%, with dwell times over three times the campaign average. Cognitiv plans to increase frequency for these top-performing units in future campaigns, optimizing overall effectiveness.
  • “The ability to collect attention insights on our branding investment changes how we think about branding,” said Justine Frostad, SVP of Marketing at Cognitiv. “Our strategy, supported by high attention scores and a 650% increase in organic LinkedIn searches, has proven effective.”

• Shawn Spooner on the Importance of Attention Metrics:

  • “In a crowded media environment, advertisers need precise tools to measure and optimize their campaigns,” said Shawn Spooner, Global Chief Technology Officer at Billups. “The Billups Analytics™ Attention Dashboard combines proprietary methodologies with established OOH space-measurement standards, harnessing patented machine learning algorithms and computer vision to assess how effectively a unit captures and retains viewer attention.”

• Availability and Future Rollouts:

  • The Billups Analytics™ Attention Dashboard is currently available in beta to Billups clients, partners, agencies, brands, and OOH media owners across the US and Europe. Plans for rollouts to Canada and parts of the Asia-Pacific region are set for Q4 of this year.

With the introduction of contextual and creative attention metrics, Billups is setting a new standard for OOH advertising measurement. By utilizing advanced AI technologies and providing actionable insights, Billups is enabling marketers to optimize their campaigns effectively and ensure their OOH investments yield measurable results.