What differentiates Lamar's media offering from other DOOH media?
Lamar roadside digital billboards are the largest unavoidable screens in the DOOH space, providing the ability to reach your audience at scale throughout the consumer journey. Lamar screens allow advertisers to reach audiences where other media channels are not available. Lamar DOOH is also brand-safe and unaffected by issues with viewability, ad blocking, ad clutter, cord-cutting, and guaranteed commitments.
All 4,600+ large format roadside DOOH screens along with some unique formats across 170+ DMAs nationwide are available Programmatically reaching over 5 Billion+ impressions. We also offer our Denver and Vancouver BC transit digital assets programmatically. Additionally, we have over 400+ screens in 25+ airports.
What are the auction types for Lamar's inventory?
Biddable First Price and Fixed Price
What are the typical floor and clearing CPMs across Lamar venues?
Lamar’s inventory is broken down into 2 tiers of CPM floors: $5.00 and $7.00, with nationwide AODs at $8.00 and PMPs starting at a $9.00 CPM. The average clearing price varies based on market and current demand among other factors.
Is there a minimum spend to activate programmatically?
No minmums are ever required for Lamar Programmatic campaigns
Is there a required spend minimum to request proof of performance?
Lamar provides webcam photos and mockups for any campaign currently running without any spend minimums. Our average turnaround time is 3-5 days, however, we will always provide sooner if possible.
What forms of targeting can be layered on Lamar media buys?
Geo-targeting is always available to be layered on any Lamar programmatic campaign. 1st party or 3rd party data is available for targeting including: demographic, behavioral, purchase data, census, point of interest and movement data.
Does Lamar support dynamic creative optimization?
Yes, some examples include hyperlocal, weather triggers, live scores and countdowns.
Is retargeting supported via DOOH?
Devices exposed to DOOH media can be shared through a device ID passback which then can be retargeted across other media channels or used for in-house attribution.
Brand Lift, Sales Lift, Foot Traffic, and Web Conversion Measurement Studies
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What are the creative specs for Lamar's media venues?
Advertisers can reach over 90% of Lamar screens with two specs: 1400x400 & 840x400
How often should advertisers change creative?
For traditional OOH, we recommend refreshing creative every 3 months to avoid wear out. However, since programmatic is digital and driven by data, you should take advantage of changing the creative often based on various conditions.
Highly contextual messaging will produce great results. You can change your creative based on location, time of day, weather conditions, etc. Doing this will make the advertisement appear relevant to the target audience. Creative can and should be tailored to the specific audience that you’re trying to reach.
Can QR codes be used on Lamar DOOH?
QR codes may not be displayed on billboards but are acceptable for transit advertising or street-level media when not intended to be read by drivers. Instead, we recommend a call to action that is short and memorable such as a website.
Restrictions are applied on a screen-by-screen basis in compliance with location and legal guidelines. It is imperative to include a creative category when uploading a campaign into your DSP to ensure the creative does not deliver to restricted screens. Creatives that require additional review include political, cannabis, and sensitive/sexual.
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