• by Fern Siegel , October 13, 2023

Billups, a global OOH tech agency, has acquired OOH Labs, a Canadian media agency founded in 2020.

The company says the acquisition makes it the largest independent OOH specialist in North America.

The acquisition will provide both Billups and OOH Labs customers with greater reach across North America, as well as enhanced programmatic capabilities. OOH Labs has offices in Toronto and Montreal.

The buy follows its acquisition of TAC Media, based in Malaysia, in late September. The same month, Billings appointed David Krupp global CEO.

In February, Billups acquired Outchart, a full-stack software provider for the DOOH marketplace.

Billups has offices in 15 countries around the globe.

“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,” said Billups co-founder Benjamin Billups. “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.”

Insider Intelligence reported in August that U.S. digital out-of-home will make up 31.4% of OOH ad spend this year, recovering from the pandemic dip. U.S. DOOH spend is forecast to hit $2.87 billion in 2023 and achieve double-digit growth through 2027.