Adrian J Cotterill, Editor-in-Chief
DOOH Academy, the leading provider of education on digital and programmatic for the out of home (OOH) media industry, has announced the launch of its newest certification course, The Billboard Operators Guide to Digital & Programmatic.
DOOH Academy’s newest online certification course focuses on helping independent billboard operators understand the opportunity for revenue growth from programmatic including tips on how to get started, and how to maximize revenue. The course specifically focuses on independent billboard operators and is taught through interviews with 14 industry experts.
“In 2023, approximately 15% of all digital out of home (DOOH) media revenue in the U.S. (and a higher % in some other markets around the world) was purchased programmatically. This number is forecasted to grow incrementally for the next many years,” said Jeff Gunderman, Founder of the DOOH Academy. “If Billboard operators do not embrace programmatic, they are leaving money on the table and risk losing business as advertisers continue to shift more of their budgets to measurable programmatic media.”
DOOH Academy’s Billboard Operators Guide is designed to educate independent billboard operators on several important concepts with respect to programmatic DOOH:
- It is typically easy to connect your inventory.
- Programmatic revenue can be 10% to 15% or more of your total digital revenue.
- Smaller independent operators with only a few digital boards can participate.
- Operators with inventory outside the top 20 DMA’s can participate.
- It can be profitable business; it is not a race to the bottom.
- There are monetization partners who can help you grow your programmatic and digital revenue; you do not need to have the expertise internally.
“In 2024 we focused on programmatic connectivity, and best practices and expect to end the year with more than 10x the prior year’s programmatic revenue. Programmatic is now an important component in our overall sales and revenue strategy.” said John Murrow, CCO, Trailhead Media. “We utilize 3rd party monetization partners to help us drive programmatic revenue and that combined with our focus on optimizing our network, is working. Programmatic also enables us to drive national revenue to boards that have traditionally primarily hosted local media.”
The course also serves as a guide for digital planners and media buyers to understand the opportunity to tap into digital billboard inventory when making omnichannel programmatic media buys.
You can register for The Billboard Operators Guide to Digital & Programmatic Certification Course today at courses.doohacademy.com to get certified in this or another DOOH Academy digital and programmatic course. Also available is the Digital & Programmatic Fundamentals Certification Course which is an excellent starting place if you are new to programmatic or need a solid refresher on how everything works. Use code DOOH20 to save 20% on the cost of any course.
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