New podcast from Insider Interviews with E.B. Moss.

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Out-of-home (OOH) advertising is evolving, and billups is leading the way. In a recent episode of Insider Interviews with Media and Marketing Experts, host E.B. Moss sat down with David Krupp, Global CEO of billups, and Jaime Byrdak,  CEO North America, to discuss the state of OOH, how technology is impacting the space, and why brands should rethink their approach to outdoor advertising.

With over 20 years in the industry, nine patents in measurement and analytics, and recognition as one of the fastest-growing independent agencies, billups is proving that OOH is more than just billboards—it’s a measurable, data-driven media channel that drives real business impact.

In this podcast episode, David and Jaime break down what makes billups different, how AI, measurement tools, and creative innovation are changing the game, and why OOH deserves a permanent seat at the media table.

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About the podcast: Insider Interviews with E.B. Moss

Insider Interviews is a go-to podcast for media, marketing, and advertising professionals looking for insider perspectives on the industry’s latest trends. Hosted by industry veteran E.B. Moss, the show features in-depth conversations with top executives and thought leaders. In this episode, the focus is on how OOH is shaking up the media landscape, why brands are paying closer attention, and how billups is leading the charge in this space.

At the heart of the discussion is the rapid transformation of Out-of-home advertising—from static billboards to dynamic, digital, and data-driven experiences. As the largest independent OOH specialist, billups has positioned itself as the industry leader, earning a spot on the Inc. 5000 list and holding nine patents in measurement and data analytics.

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Key takeaways from the episode

OOH: More than just billboards

“Anybody can buy a billboard. The question is, are you buying the right one in the right place at the right time for the right reasons against the right audience?” - David Krupp, Global CEO

Both David and Jaime emphasized how OOH has moved far beyond brand awareness. With the rise of digital and programmatic OOH, campaigns can now drive real-world actions—from app downloads to in-store visits. Brands are increasingly integrating OOH as part of their omnichannel strategies, leveraging its ability to amplify digital and social media campaigns.

The role of technology & AI in OOH

Artificial intelligence, 3D creative, and real-time ad serving are transforming the OOH industry. billups has pioneered innovations in measurement and targeting, making it easier for brands to track ROI and optimize campaigns on the fly.

Jaime discussed how brands are now leveraging hyper-targeted strategies based on audience movement patterns rather than traditional radius-based planning. “A five-mile radius in Manhattan is very different from a five-mile radius in Tuscaloosa,” she explained, highlighting the importance of precise data in planning effective OOH campaigns.

Changing perceptions: Why OOH deserves a seat at the table

“Out-of-home is sometimes the first to get cut from a media plan, but it shouldn’t be. We’re proving that it’s measurable, it drives sales, and it deserves a seat at the table.” - Jaime Byrdak, North America CEO

One of the biggest challenges in the industry is shifting the perception of OOH from a ‘nice-to-have’ to an essential part of the media mix. With advances in measurement and attribution, billups is proving that OOH is not only effective but also indispensable for modern marketing strategies.

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Watch the full episode

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Why billups stands out

Billups is not just another OOH agency. With a presence in 20 countries and a relentless focus on data, measurement, and innovation, the company is redefining what’s possible in outdoor advertising. Some highlights from the episode include:

• Pioneering measurement methodologies: billups’ nine patents in OOH measurement set them apart in proving campaign effectiveness.
• A global yet nimble approach: Their proprietary technology enables seamless planning and execution across international markets.
• Creativity meets strategy: While they don’t produce the creative, billups provides optimization insights to ensure campaigns are visually impactful and strategically placed.

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Final thoughts

As the conversation wrapped up, David and Jaime shared their hopes for the future of OOH and billups’ role in leading the charge. “Momentum” was Jaime’s word for 2025—continuing to push the industry forward, challenge perceptions, and drive meaningful results for brands.

David reflected on the company’s biggest strengths—its people. “Our best year ever was last year, and we’re looking at an even bigger year ahead,” he noted, reinforcing the impact of billups’ expertise, innovation, and leadership in the space.

For marketers looking to explore the untapped potential of OOH, this episode provides a wealth of insights into why this channel is more relevant than ever.

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Listen to the full episode and discover how billups is shaping the future of out-of-home advertising.

Apple or Spotify  

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