The out-of-home (OOH) media sector is experiencing a revival as ad spending rebounds after a significant downturn during the pandemic. Companies are exploring growth opportunities in less mature markets, particularly in the Asia Pacific region, which presents untapped potential for advertising revenue.
As businesses look to diversify and expand their reach, the focus has turned towards leveraging the unique characteristics of these markets to increase profitability.
Billups, a managed services media agency specializing in OOH advertising, is actively pursuing growth in the Asia Pacific region. Recently, the agency acquired a Malaysian company, TAC Media, and appointed Ben Milne, a seasoned OOH executive from Dentsu, to lead their APAC operations.
Milne’s extensive experience and understanding of the regional differences will be essential as Billups seeks to establish a stronger presence in a diverse array of countries, including India, China, Korea, and Japan.
In his role as CEO of Billups APAC, Milne is tasked with expanding the company’s reach using the TAC Media acquisition as a foundation. The agency has also invested in Billie Media, which operates in New Zealand and Australia.
Out-of-Home Media Sector Revives as Billups Targets Growth in Asia Pacific Through Strategic Acquisitions and Local Expertise
This strategic positioning allows Billups to capitalize on emerging opportunities and navigate the complexities of the APAC market. David Krupp, the CEO of Billups, emphasizes that the company aims to build a solid base with knowledgeable local operators before further expanding into larger markets like Mainland China.
The potential for growth in the APAC region is considerable, but challenges remain, particularly regarding data and measurement practices in OOH advertising. Milne points out that many local players lack advanced back-end platforms and digital capabilities.
Billups aims to bridge this gap by introducing their platform and data partnerships, enhancing accountability for advertisers. This will enable better planning, buying, and measurement of OOH campaigns, fostering a more robust advertising ecosystem in the region.
Anna Bager, president of the Out of Home Advertising Association of America, echoes the sentiment that the APAC region is ripe for growth. She notes that OOH advertising represents a larger share of the ad spend in Asia compared to the U.S.
However, both Bager and Krupp caution against generalizing the APAC region due to the distinct characteristics of each country. Alongside these strategic moves, Billups has appointed Claudia Valderrama as global COO, indicating a commitment to strengthening their operational capabilities while expanding their international presence.
