StretchLearn Course

Run Out-of-Home Campaigns That Reach the Right Streets at the Right Cost

Master OOH formats, Geopath impressions, CPM and reach math, creative specs, programmatic digital boards, geo-targeting, and attribution from one course.

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Beginner9 hrSelf PacedRegistered

Course Overview

What this course is designed to develop

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.

Learning Outcomes

What the learner should be able to understand, build, or execute.

Distinguish OOH formats by reach, dwell time, and cost, and match each to a campaign goal

Read Geopath and impression-based metrics to compare placements on true audience delivery

Build an OOH plan and budget using CPM, share of voice, and reach-and-frequency math

Produce billboard, transit, and street furniture creative that meets each format's specs and viewing distance

Buy and geo-target digital OOH programmatically through a DSP with dayparting and triggers

Set up and report OOH measurement using exposure, footfall, and brand-lift attribution

Curriculum Preview

Inside the curriculum: a structured path from fundamentals to execution.

Preview the course structure, see how the modules build on one another, and understand the path this program is designed to take you through.

Module 1

Module 1: OOH Foundations: Formats, Audience Metrics, and the Market

Understand the OOH landscape, the formats and their roles, and the audience metrics that let you compare placements like a buyer.

3 lessons

The OOH Format Map: Billboards, Transit, and Street FurnitureContent · 45 min

Preview Enabled

Reading Audience Metrics: Geopath, Impressions, and ReachContent · 45 min

LMS Access

How OOH Is Bought: Direct, Programmatic, and the GRP CurrencyContent · 45 min

LMS Access

Module 2

Module 2: Planning and Buying: Budget, Placement, and Negotiation

Turn a goal and a budget into a concrete placement plan, with the math, the location scouting, and the negotiation levers buyers use.

3 lessons

Building the Plan: Goals, Budget, and Reach-and-Frequency MathContent · 45 min

LMS Access

Scouting and Selecting Locations That ConvertContent · 45 min

LMS Access

Negotiating Rates, Insertion Orders, and Bonus ValueContent · 45 min

LMS Access

Module 3

Module 3: Creative That Works: Specs, Design, and Format Rules

Design OOH creative that reads in seconds and meets the technical specs for each format, from highway bulletins to bus shelters.

3 lessons

The Six-Word Rule: Designing for Speed and DistanceContent · 45 min

LMS Access

Technical Specs and Files for Static and Transit FormatsContent · 45 min

LMS Access

Digital OOH Creative: Motion, Loops, and Dynamic ContentContent · 45 min

LMS Access

Module 4

Module 4: Programmatic, Geo-Targeting, and Measuring Results

Buy and target digital boards programmatically, then prove the campaign worked with footfall, exposure, and brand-lift attribution.

3 lessons

Programmatic DOOH: DSPs, SSPs, and Real-Time BuyingContent · 45 min

LMS Access

Geo-Targeting and Mobile Retargeting From OOH ExposureContent · 45 min

LMS Access

Measuring OOH: Footfall, Brand Lift, and ReportingContent · 45 min

LMS Access

Built for Application

A complete learning path, not a one-off inspiration hit.

This program is designed around progression: focused lessons, structured modules, applied resources, assessments, and a course rhythm that turns information into usable capability.

Out-of-HomeBillboard AdvertisingDOOHMedia PlanningGeopathProgrammatic OOHTransit AdvertisingCreative Specs