LearningCertification Course
Direct Buying Essentials
- Free
- Beginner
- Basis Technologies
A free course on guaranteed direct buys, direct-versus-programmatic strategy, best practices and negotiating tactics.
Opens on Basis Technologies's website in a new tab.
- Time to complete
- 45 min
- Level
- Beginner
- Certificate
- Yes
Overview
Direct Buying Essentials is particularly relevant to Billboard Guide because OOH buyers constantly move between direct deals and programmatic transactions. The 45-minute self-paced Basis course explains the benefits of guaranteed direct buying, the differences between direct and programmatic transactions, how both can work together in a campaign and best practices for direct buying—including negotiating tactics. Although the examples are not limited to billboards, the commercial concepts transfer directly to OOH procurement.
What You'll Learn
- Understand the benefits of a guaranteed direct buy
- Compare direct and programmatic transaction paths
- Decide when a direct buy makes strategic sense
- Use direct and programmatic buys together
- Apply direct-buying best practices
- Understand basic media negotiation tactics
Highlights
- One of the few free structured courses that explicitly includes negotiation
- 45-minute self-paced format
- Free badge/certification
- Highly relevant to traditional OOH buying
Who It's For
Best for
- Advertisers negotiating media directly
- OOH planners
- Procurement teams
- Programmatic buyers who also handle guaranteed placements
Before you start
- Basic media-buying knowledge is helpful
Access
- Cost
- Free
- Format
- Certification Course
- Time to complete
- 45 min
- Certificate
- Yes
- Hands-on
- Yes — structured lessons/exercises
Topics Covered
- Direct Buying
- Negotiation
- Programmatic
- Buying
FAQ
Questions about this resource
5 questions
What is Direct Buying Essentials?
Direct Buying Essentials is a certification course from Basis Technologies focused on direct buying, negotiation, programmatic. A free course on guaranteed direct buys, direct-versus-programmatic strategy, best practices and negotiating tactics.
Is Direct Buying Essentials free?
Yes. It is listed here as free.
What level is Direct Buying Essentials for?
It is best treated as a beginner resource. The prerequisites above describe the background that will make it easiest to use.
How long does Direct Buying Essentials take?
Plan for 45 min. For reference resources, use it as needed rather than reading everything in one sitting.
What will I learn from Direct Buying Essentials?
The main outcomes are the practical skills and concepts listed in the What You’ll Learn section above.
Sources
Sources & Methodology
1 source
Access, course content and certification requirements are set by the resource provider. Last updated .
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