billups, the world’s largest independent Out-of-Home (OOH) technology and managed services company, has announced major advancements in its technology platform, introducing audrai—the first AI-powered agentic system designed specifically to optimize planning and performance for OOH advertising. The launch marks a pivotal step in transforming OOH from a traditionally analog medium into a data-driven, performance-focused channel. With operations spanning over 20 countries, billups is leveraging its technology-first strategy to drive global growth, particularly in the UK and EMEA markets, where demand for measurable advertising impact is rising. At the core of the company’s innovation is audrai, a proprietary AI system built from the ground up to understand the unique dynamics of OOH advertising. Unlike generic AI tools, audrai integrates automated audience planning, creative performance analysis, A/B testing, and predictive insights to deliver smarter, faster, and more accountable campaign execution. The system automates complex operational tasks, allowing human teams to focus on strategic creativity and innovation. Early implementations have already shown measurable improvements in campaign efficiency and effectiveness across billups’ global network. Shawn Spooner, Global Chief Technology Officer at billups, emphasized the transformative potential of the platform: “We’re bringing digital-level measurement and optimization to a historically analog medium. With audrai, brands can now unlock the true performance potential of OOH, especially in sophisticated markets like the UK, where data-driven accountability is paramount.” The company’s success in the UK and EMEA has been bolstered by its acquisition of MediaBridge last year, which enabled the rapid rollout of advanced capabilities previously unavailable to local advertisers. This strategic move has helped billups gain significant market share and establish itself as a leader in performance-driven OOH. The new technology was unveiled at a high-profile event in London, themed “OOH for the Performance Age,” which brought together senior marketers, agency leaders, media suppliers, and advertisers. The event highlighted how AI is reshaping the future of OOH, enabling real-time decision-making, better audience targeting, and clear attribution of campaign results. Steve Parker, Executive Director at Medialab Group, praised the innovation: “We need greater accountability and agility from OOH to prove its impact on both brand and commercial KPIs. What billups is building with audrai is exactly the kind of transformation the industry needs. We’re excited to be early partners in this evolution.” Looking ahead, billups plans to continue investing heavily in AI, machine learning, and advanced analytics, with a focus on expanding its platform capabilities through 2026. The company aims to further enhance predictive modeling, real-time optimization, and cross-market campaign management, solidifying its position as a global leader in OOH technology. As a 20-year veteran in the media industry, billups combines deep local market expertise with scalable global technology. Its patented analytics and measurement platform empowers advertisers, agencies, and media owners to plan, optimize, and report on OOH performance with unprecedented precision. By uniting human creativity with cutting-edge AI, billups is redefining what OOH can achieve in the modern marketing landscape. The introduction of audrai represents a major leap forward, positioning OOH as a core, measurable component of integrated media strategies. As the industry moves toward a “Performance Age,” billups is at the forefront, proving that even traditional advertising channels can be reimagined through technology and innovation.