The independent science-driven media agency OOH Labs was acquired by Billups, a global provider of managed services and Out-of-Home (OOH) technologies. It is run by OOH specialists and backed by data. Through the merger, both organizations’ clients will have a wider geographic presence throughout North America. Moreover, it seeks to grant access to Billups’ proprietary measurement and attribution tools as well as improved programmatic capabilities. Given their same ideals and customer-focused philosophy, the two businesses are more aligned than just geographically. Billups is now the biggest OOH technology and managed services provider in North America as a result of the acquisition. Additionally, it reaffirms its dedication to Out-Of-Home advertising industry innovation and global expansion.
Progress and Proficiency
OOH Labs was established in 2020. Since then, it has expanded quickly into the Canadian market and developed a unique niche for itself in the regional out-of-home market. The organization, which has headquarters in Toronto and Montreal, is run by a group of seasoned experts with a range of expertise in media ownership, agency operations, and client services. Billups and OOH Labs partnership’s goal is to increase the OOH industry’s expenditure share and provide clients with measurable business results.
Promoting breakthroughs in Out-Of-Home advertising
The acquisition expands the market for Billups’ unique measurement and attribution solutions and establishes the company as the biggest OOH technology and managed services supplier in North America. It also includes 15 nations in Southeast Asia, EMEA, and North America. Billups’ acquisition of OOH Labs comes after it recently acquired Malaysia-based TAC Media, indicating its continued dedication to growing its worldwide footprint and creating innovative OOH solutions.
To sum up, the purchase of Billups’ OOH Labs represents a noteworthy advancement in the OOH sector. Customers will be able to access advanced measurement and attribution solutions, as well as enhanced programmatic products, thanks to the combined companies’ increased reach and capabilities. Together, the businesses will increase their market knowledge, reach, and capacity to provide Out-of-Home advertising solutions that are both automated and measurable.
The Effect of the Acquisition on New Enterprises
The purchase of OOH Labs by Billups may have a big impact on start-up companies. This calculated move gives Billups access to cutting-edge measurement and attribution tools, improves its programmatic skills, and broadens its reach throughout North America. The acquisition may create fresh growth opportunities for startups, particularly those in the Out-of-Home sector. Billups and OOH Labs’ combined resources and experience could propel the creation of innovative Out-of-Home solutions and give start-up companies the means to execute successful OOH advertising campaigns. In the Out-of-Home sector, new companies might obtain a competitive advantage.
Here’s what they said
Billups co-founder Benjamin Billups said,
The decision to unite with OOH Labs goes beyond expanding our geographical footprint; it’s about aligning with a team that shares our values and client-focused approach. Kevin’s unwavering dedication to his team and clients’ success is inspiring and truly commendable. This alliance signifies a melding of expertise and ethos, promising enhanced innovation and comprehensive solutions tailored to the distinct needs of our diverse clientele across North America. It is a very natural alignment for us.
Kevin McDonald, chief executive officer and founder of Agency X, the former parent company of OOH Labs added,
I couldn’t be more excited to join forces with Billups. Through our countless discussions, it is clear that Billups’ culture, entrepreneurial spirit and passion for the OOH space align perfectly with ours. I look forward to our two organizations collaborating to elevate the share of spend in the OOH industry.
David Krupp, global CEO of Billups commented,
We have admired OOH Labs for some time and after getting to know Kevin and his incredible team, we knew we found the right partner to advance Billups’ foothold in North America. Joining our companies will amplify our collective reach, enhance our market intelligence, and drive tangible business outcomes for our clients.