Display Technology

Broadsign, DOOHX offer DOOH training program

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October 13, 2021

Building on its Programmatic University education initiative, DOOH marketing technology developer Broadsign has joined forces with DOOHX, an online learning platform for DOOH education, to launch a programmatic DOOH training and certification program for advertisers, media buying agencies, and media owners, according to a company press release.

Sponsored by Broadsign, the program offers self-paced learning tracks, which feature video lectures, reviews, and quizzes that focus on traditional DOOH and programmable DOOH.

"Working with Broadsign, we've designed our DOOH and pDOOH 101 courses to serve a range of industry players — from OOH professionals who recognize the growing need to upskill in programmatic DOOH, to brands, agencies, and publishers working to hone their pDOOH offering," Brooke Ermogenis, head of insight, DOOHX, said in the release. "Whether you are just getting started or are an experienced out-of-home expert looking to scale your programmatic business, DOOHX provides a simple way to become an industry expert, and we're excited to get it into the hands of the community with the help of Broadsign."

The first track of pDOOH 101 is broken down into 10 modules, each featuring up to four separate sections. Every module begins with an overview, followed by a series of training videos, and wraps with a content review and assessment. Participants who have finished and passed each track will receive additional ongoing support and resources via DOOHX's Slack channel, which includes access to FAQs, Q&As, community discussion boards, and insight from DOOH experts through blog posts and podcasts. Those completing the sessions will learn:

• How pDOOH works and the associated terminology.
• Key pDOOH players, challenges, and opportunities.
• Types of campaigns and planning.
• Creative executions and possibilities.
• Targeting, trigging, and data tactics.
• Best buy and sell practices.

"Advertiser interest in DOOH is surging, especially with the future of third-party targeting up in the air and DOOH's programmatic transition rapidly progressing. Yet barriers to adoption, largely educational in nature, have prevented the ad industry from realizing the medium's full potential," Edith Gagne, vice president, programmatic success, Broadsign, said in the release. "With initiatives like Programmatic U and DOOHX, we're working to give professionals all the tools they need to understand and make the most out of a powerful medium and to help grow DOOH's role in the larger digital advertising ecosystem."

Broadsign provides digital signage to over 425,000 signs along roadways and in airports, shopping malls, health clinics, transit systems and more.