Billups, a leading independent Out-of-Home (OOH) managed services agency, has launched contextual and creative attention metrics for OOH media. The new attention metric evaluates how traditional and digital OOH units stand out in their environments, akin to attention measurement in other channels.
The AI-based Billups Analytics™ Attention Dashboard is a privacy-compliant platform that assesses the quality of OOH impressions. It evaluates site-specific features impacting viewer attention and includes metrics such as reach, frequency, audience demographics, and dwell-time analysis. These metrics estimate how effectively ads capture and retain viewer attention.
Billups’ creative optimization uses image analysis to illustrate how information distribution affects attention, powered by Billups’ proprietary AI-based SSI model. This technology delivers visual analyses, highlighting the most attention-grabbing parts of the creative.
A recent campaign for Cognitiv’s Deep Learning Advertising Platform demonstrated the effectiveness of these new metrics, with an average attention score of 44 percent categorized as “exceptional.” Two units achieved “outstanding” scores of 99 percent and 97 percent, with dwell times over three times higher than average.
“We turned to Billups for our first brand-building campaign using OOH,” said Justine Frostad, SVP of Marketing at Cognitiv. “Collecting attention insights on our branding investment changes our approach by showing which units worked best and optimizing future campaigns. Our strategy’s effectiveness was further proven by a 650% increase in organic LinkedIn searches.”
Shawn Spooner, Global Chief Technology Officer at Billups, added, “In a crowded media environment, precise tools to measure and optimize campaigns are critical. The Billups Analytics™ Attention Dashboard combines proprietary methodologies with established OOH space-measurement standards, harnessing patented machine learning algorithms and computer vision to assess ad effectiveness accurately.”
The Billups Analytics™ Attention Dashboard is now in beta for Billups clients and partners in the US and Europe, with expansions to Canada and the Asia-Pacific region in Q4 2024.
For more information, visit Billups Analytics™ Attention Dashboard page.
