billups vs Broadsign

Oxford Street is changing. What does this mean for OOH?

Billups examined the impact of Oxford Street's transition toward pedestrianisation, which began on October 26, 2026, on out-of-home (OOH) advertising planning. The analysis highlights that while traffic removal alters audience movement and dwell time, increased time in the area does not automatically translate to higher ad engagement. According to Route audience figures cited by Billups, approximately 5% of impacts on large-format sites and 10% on digital six-sheets historically stemmed from vehicular traffic rather than pedestrians.

• First steps toward the pedestrianisation of London's Oxford Street commenced on October 26, 2026.
• Route figures indicate approximately 5% of impact on large-format sites and 10% on digital six-sheets historically came from vehicular passengers rather than pedestrians.
• Martin Pittendreigh, Business Director at billups UK, highlighted that increased dwell time and high footfall do not automatically equate to greater ad engagement.

The trust behind smarter OOH decisions

Billups outlines its perspective on integrating artificial intelligence into Out-of-Home (OOH) media planning, emphasizing that human judgment and transparency are essential for defensible client recommendations. The company's agentic AI platform, audrai, is deployed internally across planning, market intelligence, and creative optimization to reduce friction and cut task turnarounds from weeks to hours without replacing human planners. Global Head of AI Chen Chen highlights that AI adoption succeeds when tools fit established workflows and support accountability rather than blind automation.

• Billups highlights the role of its internal agentic AI platform, audrai, across OOH media planning, market intelligence, and creative optimization.
• Internal use of audrai has reportedly reduced certain planning and pitch turnaround times from weeks to hours.
• Global Head of AI at Billups, Chen Chen, emphasizes that AI must prioritize transparency and workflow integration rather than replacing human planners.

Winning Q4: What UK Brands Need to Know When Planning for the Golden Quarter

A new article has been published on the billups blog: 'Winning Q4: What UK Brands Need to Know When Planning for the Golden Quarter' (Oct 5, 2026).

Beyond the screen: How brands can reach consumers in the physical world

Broadsign published an industry thought leadership piece examining how digital out-of-home (DOOH) bridges physical environments and digital campaigns as personal screens become oversaturated. Citing studies from Eventbrite, McKinsey, and OAAA/The Harris Poll, the article highlights high consumer attention during in-person experiences and strong intent driven by programmatic and dynamic OOH ads. The analysis details key physical environments—such as retail, sports, transit, and hospitality—that marketers can leverage within omnichannel strategies.

• Eventbrite's 2026 Social Study revealed that 74% of Gen Z respondents view in-person experiences as more important than digital ones.
• McKinsey research cited found that 71% to 88% of consumers report high focus during live, in-person experiences, compared to 57% for streaming video.
• OAAA and The Harris Poll data showed that 73% of adults aged 18–64 would visit a nearby store the same day if an OOH ad indicated same-day product pickup availability, and 87% would redeem a time-limited offer.

The Race to Omnichannel Retail Media: 3 Takeaways from DMEXCO

Broadsign and Mirakl Ads shared three core takeaways from their DMEXCO 2026 session on bridging digital and physical retail media channels. Jan Reiners of Broadsign and Moritz Zaudtke of Mirakl Ads highlighted that retail media networks must move away from channel silos by anchoring execution to campaign objectives. They emphasized that connected activation and unified measurement are essential for scaling in-store digital inventory alongside onsite and offsite media without eroding retailer control.

• Jan Reiners (Sales Director at Broadsign) and Moritz Zaudtke (Director of Retail Media at Mirakl Ads) hosted a session titled 'The Race to Omnichannel Retail Media' at DMEXCO 2026.
• Retail media integration requires campaign planning based on unified objectives, audience, and budget rather than separate channel silos.
• Connected activation must automate cross-channel workflows while preserving retailer control over inventory pricing, access, and customer experience.

Broadsign's James Power on OOH's Business Impact

In an interview with ExchangeWire, James Power, Senior Sales Director EMEA at Broadsign, discusses the current momentum of the Out-of-Home (OOH) advertising ecosystem. He emphasizes that demonstrating real business impact is key to increasing buyer confidence and investment in OOH. The conversation likely covers the growing importance of data-driven targeting, measurement, and the integration of digital OOH (DOOH) within the broader advertising landscape. While the full article is not available, the headline and teaser indicate a focus on the strategic value of OOH and how Broadsign is positioning itself to support this growth.

• James Power, Senior Sales Director EMEA at Broadsign, was interviewed by ExchangeWire.
• The article focuses on the OOH ecosystem and why the format is experiencing a moment.
• The publication date is October 16, 2026.