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OAAA Masterclass Series

The OAAA Masterclass Series is a new learning platform featuring expert-led virtual workshops focused on a variety of topics exclusively designed for our members. We’re kicking off the series with three sales training workshops scheduled through the rest of this year. The masterclasses are complementary and exclusive to OAAA members. Expand your skills, develop your knowledge, and connect with your peers.

Sales Training


OOH Performance Measurement: Marketing Mix Modeling and Attribution Best Practices

October 13, 2021

In their second Masterclass of 2021, Jim Spaeth and Alice Sylvester of Sequent Partners present their research findings on marketing mix modeling (MMM) and attribution to enhance OOH’s position in omnichannel media planning and analysis. 

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Sales Training with Lamar Advertising Company's Chief Marketing Officer, Tommy Teepell

July 22, 2021

This master class will focus on the basics principles of how to effectively sell OOH and make meaningful conversations with prospects. Participants will walk away understanding how to find potential leads, identify competition in the local market, and how to anticipate and manage common objections properly.

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Programmatic "Crash Course"

June 30, 2021

The Evolution of Digital Ad Buying
Understand how digital ad buying and selling has evolved from Publisher Direct to Ad Network to Programmatic.

Programmatic Workflow
From Agency Trading Desk to DSP to Exchange to SSP to Publishers, learn how dollars and value pass through the programmatic ecosystem.

Take a deep dive into the different types of programmatic marketplaces including Programmatic Guaranteed, Preferred Deals, PMPs and The Open Exchange. Examine the history of each and learn about how each will grow and change over time.

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June 16, 2021

Most large brands and agencies use marketing mix modeling (MMM) and multi-touch attribution (MTA) for omnichannel media planning and analysis. OOH’s ability to impact the consumer journey has never been greater, so proving OOH’s contribution to media investment has never been more important. Join Sequent Partners and OAAA MMM/MTA working group co-chairs, Mark Costa and Karin Baatsch-Deboulet, as they review the modeling ecosystem, share the working group’s project plan, timeline and deliverables, and field member questions about this critical subject.

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Digital Advertising Essentials: Tracking and Targeting

April 14, 2021


Participants will walk away informed about the process surrounding online ad tracking and with a strong understanding of how a digital ad gets delivered to a consumer. Join OAAA’s Masterclass with media veteran, Steven Golus as he demystifies the importance of pixels in tracking consumer behavior, the functionality of a cookie and how these pieces all fit together to capture data to make an ad more targeted. Golus will also explore what the future looks like when Google sunsets third-party cookies in January 2022.

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Selling Out of Home...From Home!

March 31, 2021

Over the past year, we’ve all been forced to adapt to a sales landscape devoid of conferences, conference rooms and in-person sales opportunities.  Now even as we begin to emerge from the constraints of COVID, we know that we’ll still be relying on remote selling – Zoom, Google Meet, WebEx and other platforms – well into the foreseeable future.  Upstream Group CEO Doug Weaver believes that remote sales has become a permanent part of the sellers toolkit, and that those who commit early to being great “in the box” sellers will have a clear advantage.  But how do we commit and what does greatness look like?  Doug has conducted close to 150 Zoom workshops over the past year, and he’s taught hundreds of sellers both the strategy, tech tips and “hygiene” to thrive in a Zoom-driven world.  In this provocative and practical workshop hell do the same for OAAA members.  The future is already here, it’s just unevenly distributed.  So reserve your spot early and get a jump on your competition.  


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Understanding the Google, Facebook, and Amazon Value Proposition & How OOH Fits In

December 16, 2020

OAAA will host a 90-minute session that covers how Facebook, Amazon, and YouTube position and sell their ad offerings. Learn about how they present themselves to advertisers, their value proposition, and tips on how to sell OOH alongside these platforms to advance OOH's revenue growth.

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OTT and The Advanced TV Ecosystem

November 18, 2020

Watch this timely examination of the advanced TV ecosystem. Over-the-Top (OTT) and Connected TV (CTV) platforms are one of the fastest growing media segments as streaming services eclipse linear TV engagement and spending.

The masterclass session will discuss the basics of how streaming services make their money with OTT and how these platforms leverage data to deliver relevant and timely ads to pay TV subscribers.

Participants walk away understanding how traditional measurement companies and brands leverage advanced data techniques to track and measure the efficacy of OTT and how OOH professionals can best position the medium alongside streaming media.

Steven Golus is an eyewitness to the emergence of the internet as an advertising medium and leads this important masterclass session.

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OAAA Masterclass: Choosing To Thrive At A Time Of Disruption

October 20, 2020

Out of home advertising sales leaders were successfully coaching team members to sell the true value of increasingly advanced and complex solutions to a broader set of customers.  Then along came the pandemic and the perceived limitations of Zoom, virtual conferences and limited bandwidth.  For the last 23 years, Doug Weaver has trained thousands of media sellers through periods of massive change and disruption.  And over the past seven months he’s stayed close with scores of managers, even as he’s reinvented his own practice for a screen-sharing world.  In this provocative, practical and optimistic masterclass, Doug will share the values, strategies and tactics to empower and guide your team – not just through the lockdown, but into the new media world ahead.  Save your spot today for this very special OAAA members-only event for sales executives.


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