Wed Sep 25 04:01:00 UTC 2024: ## Billups Expands Out-of-Home Media Business in Asia Pacific

**New York, NY –** Billups, a leading out-of-home (OOH) media agency, is making a significant push into the Asia Pacific (APAC) region, capitalizing on the resurgence of ad spending in the OOH market. The company has hired Ben Milne, former head of Dentsu OOH, as CEO of Billups APAC, and Claudia Valderrama, former CFO of Wieden + Kennedy, as global COO.

Milne will be based in Singapore and will oversee the expansion of Billups’ business across the region. This includes building upon the 2023 acquisition of TAC Media in Malaysia, which will serve as a base for further growth. Billups also invested in Billie Media, a small OOH company with a presence in New Zealand and Australia, which will also fall under Milne’s leadership.

The move into APAC reflects the growing demand for OOH advertising in the region. According to industry experts, APAC represents the largest growth region for OOH, with spending surpassing that of the United States. However, there are significant differences between countries within the region, making a unified approach challenging.

“We want to have strong local markets,” explained David Krupp, CEO of Billups, “But we want them to be independent, such that they can manage their own book of business and grow. But where there is opportunity, we want to be able to take our clients to the corners of the earth that they require to reach their customers.”

Billups sees an opportunity to fill a gap in the APAC market by providing data-driven solutions and advanced technologies to improve OOH planning, buying, transaction, measurement, and reporting. The company plans to leverage its expertise in digitization, in-store OOH, customer location data, and retail media networks to cater to the needs of advertisers in the region.

“We can answer one of the biggest challenges that out of home has in this region, which is data and measurement at scale and bringing that to advertisers in order to make out of home completely accountable to all,” Milne said.

The expansion into APAC is a key part of Billups’ overall growth strategy. The company is also exploring acquisitions in Canada and Belgium, demonstrating its commitment to becoming a global leader in the OOH space.

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