New platform moves OOH advertising beyond estimated impressions - delivering audience-led insights and clearer measurement across 700+ airports in 37 countries.

18 May 2026  — billups, the world’s largest independent Out-of-Home (OOH) technology and managed services company, today announced the launch of its Airport Dashboard, a global agnostic airport measurement solution and dedicated addition to the billups Analytics™ suite, bringing independent, behavior-led measurement to one of advertising’s most premium and historically under-measured environments.

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Airport OOH has long commanded premium pricing on the strength of its audience quality. But performance has largely been inferred from passenger volume rather than demonstrated through rigorous measurement. The Airport Dashboard changes that by combining airport-specific mobility data with billups’ patented measurement technology to give advertisers a clearer, more accountable view of who their campaigns reach, how long audiences engage, and what that exposure is actually worth.

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From assumptions to accountability

Traditional airport reporting has relied on aggregate passenger counts and broad impression estimates. The Airport Dashboard replaces those assumptions with a behavior-led methodology, grounded in real-world audience movement and dwell time, rather than estimated passenger proximity to a screen.

Using anonymised mobility data analyzed at scale, the platform models how passengers move through airport zones  - terminal to terminal, pre- to post-security - and how long they dwell within them. The result is a proprietary, placement-level view of exposure quality - the Attention score. 

With the Airport Dashboard, clients can answer questions that were previously difficult to measure:

• Who is seeing my campaign?
• How engaged are they?
• What is the quality of that exposure?
• How does performance vary by airport, terminal or segment?

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A metrics suite built for airport environments

The Airport Dashboard introduces a comprehensive set of performance metrics, including Attention Score, Dwell Time, Reach and Frequency, passenger segmentation and optional attribution insights. All metrics are filterable by airport, terminal, and audience segment — enabling granular analysis across single or multi-market campaigns.

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The platform also surfaces rich audience and flight intelligence including traveler demographics, journey patterns, travel class and purpose - helping brands assess not just how many people saw their campaign, but whether they reached the right audience. It also gives marketers deeper insight into audience engagement, campaign effectiveness, and investment impact.
Carbon emissions reporting (tCO₂e) is also included, giving clients a consistent measure of media impact for sustainability reporting.

Global coverage for high-value audiences

The Airport Dashboard is available in over 700 international airports across 37 countries in NA, EMEA, and APAC, and it is inventory-agnostic — measuring all OOH buys across any media owner. Already deployed in advertiser campaigns, the Airport Dashboard is helping brands move beyond estimated impressions to a clearer, data-driven understanding of airport media performance. It is particularly relevant for advertisers in travel, luxury, finance, automotive, and technology, where audience quality and contextual relevance are as important as reach.

Measurement that drives decisions

The Airport Dashboard is designed not just to report on campaigns, but to improve them. By identifying which locations, formats, and environments deliver the strongest performance in near real-time, the platform helps reduce wasted impressions, improve media allocation, and make premium airport investment more accountable and efficient.
This enables advertisers to reallocate investment with confidence, optimizing for impact rather than measuring after the fact.

For more information about the Airport Dashboard, please click here.

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MEDIA CONTACT
Dami Ahmed
PR Manager, billups
Dami.Ahmed@billups.com

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About billups
billups is the world’s largest independent Out-of-Home (OOH) technology and managed services company, helping advertisers, agencies, and OOH media owners strengthen media performance through a patented analytics and measurement platform.
With more than 20 years of experience and employees spanning over 20 countries, billups unites local expertise with global accessibility to actualize international marketing initiatives.

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