In our interview yesterday we met Founder, Jeff Gunderman, learned about his background, why he started the DOOH Academy and a brief overview of what it is about. Today we are going to focus on The DOOH Academy platform.
Jeff, remind us, what are the components of the DOOH Academy?
The DOOH Academy at its core are low cost, unbiased, industry supported certification classes taught by industry experts. Additionally, there is thought leadership, company spotlights, case studies, and other content to see how real companies and real people are implementing the learning in the real world.
What courses can I take?
At the beginning of December we launched our first course, Digital & Programmatic Fundamentals. We are working on advanced courses now and those will be released in the first half of 2024. Additionally, we are regularly releasing new free content including thought leadership from some of the industries foremost experts, company spotlights, and case studies. All of this can be found under the Resources and the Spotlights tabs in the navigation bar on the website.
Aren’t there a lot of educational resources out there, do we need another?
It’s true there is a lot of educational, learning, and technical content out there but really none that is industry supported, unbiased, and low cost. And it’s hard to pick and choose and put it all together for easy learning. The AdTech firms all have some amazing content and I strongly recommend people check that out, but for the most part it is subject specific or it may be specific to that particular organizations way of thinking or operating. The DOOH Academy works carefully with many of these firms to build our course curriculum and we tap into their experts to help teach it. After all they are the experts. We strive to have multiple representations of topics, so we balance any bias to a particular way of thinking and participating companies have agreed to speak in an unbiased way. Think of the DOOH Academy as a great foundation to your learning and then as you dive deeper, the content created by specific companies will make even more sense and let you get very specific on topics of interest.
An example is that we will get you up to speed on what an SSP is and how it functions as part of the tech stack, but Vistar, Hivestack, Place Exchange, Broadsign and others all have their specific custom solutions, and they are the best resource if you want to dive deeper into one or more of their offerings.
What is covered in the course?
There are 12 modules that essentially take you through all aspects of the digital and programmatic out of home process. It is very extensive, and students will fully understand the entire process at the end of the class. The modules are:
- Intro
- Acronyms and Vocabulary to help you get a foundational understanding of the terminology the experts use in teaching.
- Programmatic Basics
- Media Planning
- Audience Targeting
- SSP – Sell Side Platform
- Audience Measurement
- DSP – Demand Side Platform
- Ad Serving and Mediation
- Campaign Measurement
- The OmniChannel Opportunity
- Publishers Programmatic Sales Strategy
How long is a course and how do you take it?
The first course, Digital and Programmatic Fundamentals”, is a 5-hour streaming video course. The course is made up of 12 modules and a total of 20 video segments. Most video segments have a short 4-question multiple choice quiz following the segment and passing it with a 70% or better which means answering 3 out of 4 questions correctly lets you move onto the next segment. Pass all and you will receive a certification you can share on social media or post to LinkedIn.
The course is an online streaming video. You can access it from your computer or mobile device any time and you can start and stop as your schedule permits. Some students sit down and take it all in one sitting in about 5-hours, but most students take it over days or weeks and may only do a single segment at a time. Most segments are between 8 and 20 minutes in length so it’s easy to get through at your own pace.
How do you get started?
To start just go to www.doohacademy.com and click on the button in the upper right titled “Enroll in Courses” or just click on “courses” in the navigation bar. From there you will see the course “Digital and Programmatic Fundamentals” and under that is “Enroll Now”. The cost is $49.99 but use the code Billboard20 (valid through 3/31/2024) and you can get the course for only $39.99.
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