2026 brings an updated 101 Knowledge Session programme available for all ISBA members. The sessions - curated in partnership with Pete Davis, MD of Getmemedia.com - deliver valuable insights and learnings from industry experts and address the whole media landscape and communications process.
This 101 session explores Out of Home (OOH) as a modern, data-driven media channel and its role within today’s media mix. We’ll look at the different OOH formats and environments, why OOH delivers high reach, attention and trust, and how it continues to evolve through digital, contextual and location-based opportunities.
The session also explains how OOH is measured using industry currency Route, the difference between impacts and impressions, and how advertisers can plan, evaluate and optimise OOH campaigns more effectively to maximise real-world impact.
What you will learn:
- Understand the OOH landscape (roadside, transport, retail, DOOH).
- See why OOH delivers high reach, attention, and trust.
- Understand how OOH audiences are measured using Route.
- Distinguish impacts vs impressions.
- Understand the role of context, location, time, and moment.
- Plan OOH more confidently as part of a broader media mix.
- Assess OOH plans and performance with greater rigour.
Book now
Cost
FREE
Type
Online event