Out-of-Home & Billboard Advertising
Run Out-of-Home Campaigns That Reach the Right Streets at the Right Cost
About this course
Out-of-home is the only traditional channel still growing, because digital screens, mobile-location data, and programmatic buying have turned billboards into a measurable, targetable medium rather than a guess. This course teaches the modern OOH playbook for beginners: how to read Geopath and impression metrics, when to choose bulletins over posters or street furniture, how to buy static and digital placements directly or through DSPs like Vistar and Hivestack, how to hit creative specs for each format, how to geo-target and dayparting digital boards, and how to prove results with attribution. Every lesson uses real format dimensions, named vendors and tools, CPM ranges, and worked planning examples so you can brief, buy, and measure a campaign with confidence.
Curriculum
Module 1: OOH Foundations: Formats, Audience Metrics, and the Market
- The OOH Format Map: Billboards, Transit, and Street FurniturePreview
- Reading Audience Metrics: Geopath, Impressions, and Reach🔒
- How OOH Is Bought: Direct, Programmatic, and the GRP Currency🔒
Module 2: Planning and Buying: Budget, Placement, and Negotiation
- Building the Plan: Goals, Budget, and Reach-and-Frequency Math🔒
- Scouting and Selecting Locations That Convert🔒
- Negotiating Rates, Insertion Orders, and Bonus Value🔒
Module 3: Creative That Works: Specs, Design, and Format Rules
- The Six-Word Rule: Designing for Speed and Distance🔒
- Technical Specs and Files for Static and Transit Formats🔒
- Digital OOH Creative: Motion, Loops, and Dynamic Content🔒
Module 4: Programmatic, Geo-Targeting, and Measuring Results
- Programmatic DOOH: DSPs, SSPs, and Real-Time Buying🔒
- Geo-Targeting and Mobile Retargeting From OOH Exposure🔒
- Measuring OOH: Footfall, Brand Lift, and Reporting🔒