Insider Interviews with E.B. Moss

Behind the Billboards: Inside OOH with billups

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Out-of-home advertising isn’t just about billboards anymore.

With data-driven targeting, creative innovations, and deep measurement capabilities, the OOH industry has transformed into a sophisticated media channel that deserves a bigger seat at the table. In this episode of Insider Interviews, I got to explore the great outdoors with David Krupp, Global CEO of Billups, and Jaime Byrdak, CEO of North America, to go beyond the boards and explore how out-of-home (‘OOH’ and ‘DOOH’) is making an undeniable impact on today’s media mix.

David and Jaime bring decades of experience in the industry, having worked together for 20 years in the industry before bringing their considerable chops to billups, Ben and Heather Billups’ eponymous agency — a name that works pretty darn well for working with billboards!  The company itself is only a couple of decades old but already claims nine patents that solve for the challenges of measurement and capturing data-driven insights in OOH. Probably good reasons it also claimed a spot on the 2024 list of fastest-growing companies among the Inc.5000 of companies “building the future.”

From their strategic approach to planning and measurement to their creative applications of technology like anamorphic (think: 3D) and AI-powered  optimization, David and Jaime share insights on why OOH is more “in” and relevant than ever — and how they are making the most of being the largest independent agency in the space.

Anamorphic DOOH
“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

It’s about staying nimble even with international scale, offering up considerable expertise as “consigliere” for media planners and buyers, and growing relationships both inside with coworkers and outside with customers.

“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

To that point, hear about their leadership philosophies, personal stories (including Jaime’s time as a White Sox ball girl!), and what’s next for the future of OOH.

Top Takeaways:
  1. OOH is More Than Awareness – While traditionally seen as just a brand awareness tool, out-of-home can now drive sales, foot traffic, and digital engagement thanks to improved data and measurement techniques.
  2. Technology is Changing the Game – Innovations like AI-powered planning tools, real-time ad serving, and 3D anamorphic creative are pushing OOH into new territory.
  3. Measurement is Critical – Billups has developed patented measurement methodologies to prove ROI, showing how OOH contributes to everything from app downloads to in-store visits.
  4. The Power of Independence – As the largest independent out-of-home agency, Billups leverages its flexibility to provide unbiased, data-driven media recommendations.
  5. Leadership & Mentorship Matter – Both David and Jaime emphasize the importance of team culture, professional development, and fostering the next generation of OOH experts.
    6. Key Moments:
    • [00:00] Get to Know the Great Outdoors & the Evolution of OOH
    • [03:00] Get to Know the Experts: David Krupp and Jaime Byrdak CEOs of billups
    • [07:30] Out-of-Home’s Role in the Media Mix
    • [10:20] How Data & Technology Are Driving Smarter Campaigns
    • [16:00] Measuring the Impact: Proving ROI in OOH
    • [21:45] Creative Innovations: 3D, AI, and What’s Next
    • [28:15] Boards for Good: Billups’ Corporate Mission & Industry Leadership
    • [34:00] The Future of OOH & Leadership Lessons

      • If you enjoyed this episode, follow Insider Interviews for me, and leave a comment on @Apple or @Spotify… or a tip in my jar to help me tip my engineer,  Jim Mullen!: https://buymeacoffee.com/mossappeal! 

      Connect with David, Jaime and Billups:

      LinkedIn: https://www.linkedin.com/company/billups/

      Instagram: https://www.instagram.com/billups/

      Connect with E.B. Moss and Insider Interviews: With Media & Marketing Experts

      LinkedIn: https://www.linkedin.com/in/mossappeal

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      Facebook: https://www.facebook.com/InsiderInterviewsPodcast/
      Threads: https://www.threads.net/@insiderinterviews
      Blusky: https://bsky.app/profile/mossappeal.bsky.social

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