The IMAA Unveils E-Learning Model ‘Out-of-Home 101’

The IMAA Unveils E-Learning Model ‘Out-of-Home 101’

Independent Media Agencies of Australia (IMAA) has launched Out-of-Home 101 – a comprehensive guide to the nation’s out-of-home (OOH) sector as part of its landmark IMAA Academy education program.

The e-learning module is the latest course in the IMAA Academy’s eight-part education program and is a collaboration between the association and the Outdoor Media Association (OMA).

Structured over two modules, Out-of-Home 101 will cover the current state-of-play of OOH in Australia, the benefits of OOH advertising, along with key players in the industry and formats. The course will also explore how to buy and measure OOH, how to maximise OOH campaigns, digital versus classic OOH advertising, and the future of the sector.

The course is supported by leading OOH companies including Bishopp, Go Transit, JCDecaux, Moove Media, oOH! Media, QMS, Scentre Group (Westfield), Shopper Media, Tonic Media Network, Torch Media and Val Morgan Outdoor, who have all shared resources to accompany the learning module.

Out-Of-Home 101 is the third platform-specific, online learning module created as part of the industry-first IMAA Academy. Launched in March this year, the academy aims to provide a comprehensive learning platform for the media industry, focused on exploring the foundations of Australian media.

Registered users will also have access to an educational podcast on OOH with tips and advice on how to plan and buy OOH advertising from industry leaders.

OMA CEO, Elizabeth McIntrye, said: “Out-of-home has become the last truly broadcast channel, reaching 82 per cent of the population aged 14-plus in Australia every day. Over the past few years, the industry has invested in making the channel easier to buy and proving its effectiveness. And with the introduction of programmatic buying, out-of-home is now even more accessible and valuable for advertisers.

“This information will be part of Out-Of-Home 101, ensuring media planners and buyers learn the benefits of out-of-home, and how to best use out-of-home with other advertising channels for effective campaigns. This course is a comprehensive module, which includes practical information such as industry standards, as well as strategic insights, results of campaign research, and our neuroscience study showing the impact of out-of-home. It’s definitely worth exploring if you’re new to advertising, or just need a refresher course on this evolving and growing channel.”

IMAA CEO, Sam Buchanan, said: “At the end of last year, the Australian out-of-home industry posted a record $1.08 billion in revenue, up from $831.1 million recorded in 2021. It’s demonstrative of the continued power and relevance of out-of-home advertising and how important it is as part of overall media spend.

“We’re thrilled to have resources and information from some of Australia’s leading out-of-home companies and executives as part of the Out-Of-Home 101 module. Their expertise has been critical in ensuring the course offers a comprehensive exploration of the medium and how it can be used to reach audiences at-scale. Our experts have also provided rich insights into how to buy and use out- of-home strategically, how to nail the creative for maximum impact, and the future of the industry in a digital-first world.

“The depth of knowledge, tangible advice and expert insights of our eLearning modules continues to be popular with industry newbies and experienced teams alike and we have received great
feedback from the participants on the value they received from the program. As we head into a new financial year, I’m certain the courses will be invaluable to agencies and their teams as they plan their budgets and their training goals for the coming months.”

The IMAA Academy syllabus includes eight e-learning media course modules, rolled out every six weeks, along with videos and podcasts featuring industry leaders and channel specialists. Each of the modules is IMAA-certified, with participants receiving a course badge once they successfully complete an exam for each course.

Additional courses including audio, publishing and news, regional and digital are set to come later this year.

Participants can access the Out-Of-Home 101 learning module via the IMAA Academy’s all-inclusive training package, which includes access to all media course modules and Business in a Box – a training subscription offering 21 additional courses – or via individual module sign-up.




Please login with linkedin to comment

Independent Media Agencies of Australia

Latest News

Limited Tickets Still Available For First Ever Industry Pantomime
  • Advertising

Limited Tickets Still Available For First Ever Industry Pantomime

With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]

Palin Communications joins GlobalCom PR Network
  • Marketing

Palin Communications joins GlobalCom PR Network

Specialist Australian health PR agency, Palin Communications, has joined GlobalCom PR Network with a view to delivering meaningful, consistent, impactful, global health campaigns across a range of countries and regions.

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore
  • Marketing

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore

2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]

New Years Eve fireworks
  • Marketing

National Breast Cancer Foundation Announced as Charity Partner For NYE Sydney

The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”
  • Campaigns

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”

This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]

Reddit Updates Conversation Placement Ads Formats
  • Technology

Reddit Updates Conversation Placement Ads Formats

Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts
  • Media

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts

Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]