Where once we went to school and got certified with degrees designed to last our careers, the rapid evolution of technology takes what was mainstream practice one year and renders it irrelevant the next—or sooner.

This is especially true in an industry like OOH. The evolution from static to digital, the widespread adoption of programmatic trading, and now the integration of AI has changed virtually every aspect of how inventory is traded. This is undoubtedly for the better, but it also brings some very real challenges to the market.

Rapid upskilling is needed for seasoned OOH experts to master programmatic trading, gain a broader understanding of omnichannel planning, and move away from the more 'manual' processes that have kept outdoor advertising siloed for so long.

For those coming from a digital space, where programmatic trading is the norm, this robust medium – and its many intricacies – must be understood to buy inventory effectively. Impressions mean different things in different formats, audience measurement is not an exact science, and attribution can be tricky unless you know what OOH advertising brings to your overall campaign strategy.

Yet, until three years ago, there was only one independent, global, market, or player-agnostic education platform for OOH. Static learning was not enough to keep up with an ever-evolving industry – so at doohx, we decided to make OOH learning dynamic.
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Fast-forward to 2024, and we have five certifications currently available—complete certifications in PDOOH 101, DOOH 101, and PDOOH Advanced, and specialist mini-certifications in PDOOH for Buyers and PDOOH for Publishers—and our latest course, Static OOH.
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In addition, we release short-form educational content, house case studies and platform demonstrations, and share insights from experts worldwide to create a single source of knowledge in OOH for anyone willing to learn. And it's all available in your pocket via the doohx app.

Knowledge is power, and as the industry's landscape continues to shift towards automation, in-depth data integrations, unlimited creativity, and insight-infused targeting, static education is dead. Dynamic learning is the future.

For more information on the platform, visit: https://www.doohx.io/pages/membership

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