Observed Signal · Sep 7, 2026 · Interview · Source: The Drum · Impact: 2/5 · Sentiment: Positive
OOH Measurement Market: 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.
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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