Optimize OOH placements with Billups analytics attention dashboard

Billups, the leading independent Out-of-Home (OOH) managed services agency, has unveiled a new set of contextual and creative attention metrics for OOH media. These attention metrics are designed to measure how effectively traditional and digital OOH advertising units stand out in their respective environments, offering a quantifiable approach similar to attention measurement in other marketing channels. Combined with creative optimization, these tools provide marketers with valuable insights to guide their selection of sites and creative assets for traditional, digital, and programmatic OOH, supporting omnichannel campaign strategies.

At the heart of this offering is the AI-powered Billups Analytics Attention Dashboard, a privacy-compliant platform that enhances the understanding of OOH impression quality. The dashboard assesses site-specific features that could influence a viewer’s ability to notice and recall an advertisement. This attention-focused analysis takes into account various environmental and contextual factors surrounding individual units.

Metrics provided by this offering include reach, frequency, audience demographics, and dwell-time analysis, which estimates how long a person or vehicle remains near an OOH unit. These insights culminate in an attention score that ranks how effective a particular ad unit is at capturing attention compared to others in the market. Units with lower percentages reflect average performance, while higher percentages signal exceptional attention-grabbing potential.

In addition to measuring attention, Billups’ creative optimization solution analyzes image design, demonstrating how the distribution of visual elements affects audience engagement according to the human visual processing system. The analysis, powered by Billups’ proprietary AI-based SSI model, identifies which parts of the creative are most likely to draw attention, offering comprehensive visual assessments to optimize creative effectiveness.

One example of the success of these tools comes from a brand awareness campaign conducted for Cognitiv, a Deep Learning Advertising Platform. The campaign achieved an average attention score of 44 percent, which is considered “exceptional” when compared to other OOH inventory in the market. Notably, two units achieved “outstanding” attention scores of 99 percent and 97 percent, with dwell times that were more than three times higher than the campaign’s average. Cognitiv plans to increase the frequency of ads in these high-performing locations to enhance future campaign outcomes, using these insights to refine their OOH strategy.

Justine Frostad, SVP of Marketing at Cognitiv mentioned that they partnered with Billups to help them leverage OOH for their first brand-building initiative. The ability to collect attention insights on a branding campaign has revolutionized their approach, allowing them to see which units performed best and optimize future campaigns accordingly. 

Shawn Spooner, Global Chief Technology Officer at Billups also mentioned that in today’s crowded media landscape, it is essential for advertisers to have precise tools to measure and optimize their campaigns, ensuring that their OOH investments deliver results. The Billups Analytics Attention Dashboard integrates proprietary methods with established OOH measurement standards, using patented machine learning algorithms and computer vision to more accurately gauge how effectively an OOH unit captures and maintains viewer attention.

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.