Patents: a response to demand in OOH advertising

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Technology has reshaped how brands and audiences connect in the rapidly changing landscape of Out-of-Home (OOH) advertising. From AI-powered predictions to privacy-preserving attribution, innovation is driving the industry forward. Yet, as these advancements emerge, protecting the intellectual property behind them is crucial. Patents have become vital tools, offering companies the freedom to innovate while ensuring their technologies deliver measurable value to clients.

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At billups, patents are more than just legal protections—they are a testament to our commitment to blending art and science to reinvent OOH advertising. By safeguarding our innovations, we empower brands, agencies, and marketers to achieve precision, efficiency, and impact in their campaigns. 

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We spoke to Shawn Spooner, Global Chief Technology Officer (CTO) at billups, about his approach to patents, why they matter, and some of the current patents held by billups that he has been driving. Spooner joined billups in 2014 and has been instrumental in advancing the company’s technical capabilities. He has over 15 years of experience in technology, data science, and engineering, and he regularly speaks at industry conferences.

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Key takeaways

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• Patents as protectors: Patents provide the security to innovate, allowing companies to develop new technologies without fear of losing their competitive edge.

• Patents held by billups: Our innovations, from AI-driven visitation prediction to privacy-preserving attribution, enhance targeting, measurement, and audience insights in OOH campaigns.

• Balancing protection and collaboration: billups strategically decides which innovations to patent and which to share, fostering growth across the industry.

• Customer benefits: Each patented technology delivers tangible advantages, helping brands optimize OOH campaigns more accurately and confidently.

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Table of contents

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1. The role of patents in OOH

2. Patents held by billups - how they work + benefits

3. Future of patents in OOH

4. Conclusion: advancing OOH advertising

5. Learn more & connect with billups

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The role of patents in OOH advertising

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Patents play a dual role in OOH advertising: they protect innovation while enabling companies to respond to evolving customer demands. Spooner explains, “Patents give you the freedom and the safety to invent new things. They ensure the work you’ve done is protected, allowing you to invest in groundbreaking ideas without hesitation.”

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For billups, patenting is a strategic decision. It’s about identifying which innovations provide a competitive advantage and which can benefit the broader industry through collaboration. By thoughtfully balancing exclusivity and openness, billups safeguard their work and contribute to the growth and adoption of OOH technologies. Spooner’s view on this is pragmatic: "Is this a commercial advantage for us that we want to keep, or is it one that we want to give back to the whole industry?" He muses.

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This approach is critical in a global context. With varying regulatory standards across regions, patenting requires careful navigation. For example, the European Union’s patent office operates differently from its U.S. counterpart, necessitating tailored applications to meet regional requirements. Despite these challenges, the effort ensures that billups’ technologies can make an impact worldwide.

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billups’ patented technologies: how they work and their benefits

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billups holds seven key patents that exemplify its innovative approach to OOH advertising. These patents fall into two categories: Measurement (analyzing campaign effectiveness for OOH) and Computer Vision (a computer system's ability to visualize and bridge the gap between the digital and physical worlds).

As Spooner aptly says, “If you do something innovative, protecting that innovation as best you can makes sense.” Below, we break down each technology, explaining its function and the benefits it delivers to clients:

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1. Opportunity-to-Experience (OTE™) analysis

How it works: This patent defines the likelihood of an OOH ad being seen by analyzing factors such as travel speed, obstructions, dwell time, elevation, and viewing angles.

Client benefits: Brands gain a deeper understanding of ad visibility, enabling them to select placements that maximize audience exposure. This leads to more effective campaigns and improved ROI.

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2. Privacy-preserving attribution

How it works: This technology allows mobile devices to measure exposure to physical media, such as billboards, without revealing personal data or exact locations.

Client benefits: Advertisers can confidently measure campaign performance while respecting consumer privacy, building trust, and ensuring compliance with data protection regulations.

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3. Machine-based prediction of visitation

How it works: Using AI, this patent predicts visits to physical locations caused by ad exposure. It embeds visitation and metadata information, even when data is sparse.

Client benefits: Brands can attribute foot traffic to specific OOH campaigns, gaining actionable insights into consumer behavior and campaign effectiveness.

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4. Mobile signal-based building footprints

How it works: This technology maps building outlines using mobile signal data, enhancing targeting and measurement capabilities.

Client benefits: Advertisers can refine their audience targeting by identifying location with precision, e.g. even when located underground. 

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5. Digital image processing for object location

How it works: This patent identifies and tracks objects in images to determine their location and orientation in real-world environments.

Client benefits: Brands can leverage this technology to analyze the effectiveness of OOH placements, ensuring their ads are positioned for maximum visibility and impact.

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6. Message delivery verification system

How it works: This system allows us to assess exposures to stationary, digital or even moving formats such as fleets by creating fluid viewsheds.

Client benefits: Advertisers gain assurance that their messages are delivered to the intended audience. This provides increased confidence in the effectiveness of campaigns.

7. Traffic routing

How it works: Focused on route completion, it is based on history or co-referencing travel patterns of nearby devices in order to fill in the gaps for consumer journeys (such as a morning commute).

Client benefits: This technology fills in the gaps for sparse mobile data to create more accurate measurement.

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The future of patents in OOH advertising

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As OOH continues to digitize and embrace emerging technologies, patents will play an increasingly important role. They empower companies to explore new frontiers, fostering innovation while protecting investments. For brands, this means access to cutting-edge tools that enhance targeting, measurement, and audience engagement. Spooner offers the following advice to brands considering patent applications: "Get familiar with how patents are issued; it is a standardized government process. There are very regimented ways to do it properly."

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At billups, our patented technologies represent our commitment to pushing the boundaries of what’s possible in OOH advertising. By blending art and science, we enable brands to connect with audiences in meaningful ways, delivering campaigns that are as precise as they are impactful.

Want more information?

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To learn more about our patented technologies and how they can transform your OOH campaigns, visit the billups patents page. 

Ready to collaborate with us? 

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Explore the possibilities and connect with our team through the billups contact page.