Observed Signal · Sep 7, 2026 · Interview · Source: The Drum · Impact: 2/5 · Sentiment: Positive
Billups CEO Says OOH Has Measurement Receipts
Jaime Byrdak, CEO of Billups North America and Drum Awards Festival juror, argues that out-of-home (OOH) advertising is now one of the most measurable channels, contrary to its perception as a brand-awareness-only medium. She highlights that billboards can be tied to store visits and conversions, and that proving performance protects OOH budgets from cuts. Byrdak also discusses the role of AI in OOH, crediting CTO Shawn Spooner's tool 'audrai' for speeding up workflows by up to 50%. She emphasizes that AI handles the 'what' and 'how fast,' while humans own the 'why,' and stresses the importance of curiosity and relationship-building for future leaders.
Highlights the growing measurability of OOH and AI integration, relevant to AdTech but not a major industry shift.
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Key Takeaways & Evidence Grounding
- Jaime Byrdak is CEO of North America at Billups, an OOH media company.
- She is a juror at the Drum Awards Festival 2026.
- Billups' CTO Shawn Spooner built an OOH-specific AI tool called 'audrai'.
- The AI tool reportedly speeds up workflows by up to 50%.
- Byrdak believes OOH is now one of the most accountable advertising channels.
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1 Entity mapped“Billups' chief executive officer for North America and Drum Awards Festival juror on measurable billboards...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Billups Leaders: OOH Advertising's Data-Driven Evolution
Billups' EMEA CEO James McEwan and UK Managing Director Nick Bell discuss the evolving role of out-of-home advertising (OOH) as demand for data-driven, measurable performance rises. They describe OOH transitioning from a primarily creative medium to a performance-focused channel supported by real-time audience data, attribution capabilities, and mid-flight optimization. The leaders highlight billups' expansion in the UK, its transition from Mediabridge to billups, and its position as the world's largest independent OOH technology and managed services company. They emphasize innovations across creative iteration, planning, buying, attributed measurement, and conversion, including tools like audrai. Buyers now seek accountability and agility, with real-time visibility and postcode-level uplift measurement. The interview forecasts OOH becoming the most trusted, measurable medium in a data- and performance-driven era.
OOH Beyond Billboards: Experiential Outdoor Ads
The Drum previews the upcoming OAAA Obie Awards with insights from host David 'Shingy' Shing, OAAA CEO Anna Bager, and creative leader Susan Credle. The conversation centers on the evolution of Out-of-Home (OOH) advertising from static billboards to experiential, interactive campaigns that create memorable brand encounters. Examples include Spotify posters designed to be stolen, Jeep parking spaces in unconventional urban spots, and IKEA's miniature living spaces. The discussion also touches on the role of CGI and AI in OOH, such as Maybelline's CGI train and OpenAI's ChatGPT billboard campaign, which is shortlisted for an Obie. The experts emphasize that OOH's power lies in creating physical, shareable experiences that generate meaning beyond simple measurement.
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.
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