Digital Programmatic OOH | Lamar Advertising

We proudly provide over 6,000 displays situated strategically across different venue types, spanning 180+ markets nationwide.

Programmatic Video | Built for the Real World

What is Programmatic Digital Out Of Home?

Programmatic digital outdoor advertising is the automated purchase and management of digital ads. This method enables advertisers to make data-informed decisions, aligning with their objectives to effectively reach their target audience. Through programmatic buying, advertisers can implement advanced targeting and audience strategies, executing transactions based on impressions to ensure precise audience engagement within the appropriate stage of the ecosystem.

Digital Billboard for Starlink on Lamar Advertising Inventory

What is Programmatic Digital Out Of Home?

Programmatic Case Studies

Travel Texas

Travel Texas used a targeted DOOH strategy and mobile retargeting to reach high-value travelers, increasing awareness, website visitation, and intent to visit Texas.

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Prize Picks

PrizePicks tapped into the energy of gameday with strategic DOOH placements that drove app downloads, first-time sign-ups, and stronger visibility in key sports markets.

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goodr

goodr seamlessly engaged potential customers across multiple touchpoints in their daily routines, resulting in an 85% lift in visitation to the goodr website.

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Curated Inventory for Cultural Moments

Reach audiences where culture happens. Lamar’s custom curated inventory aligns with major sporting events, seasonal moments, holidays, and high-interest cultural touchpoints to help brands connect with highly engaged audiences in meaningful environments.

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Ultra world cup campaign on Lamar's Digital Billboard

Curated Inventory for Cultural Moments

Media Formats

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Lamar Advertising and Quaker Oats Company roadside programmatic on digital network

Roadside Billboards

Lamar is proud to offer its customers the largest network of digital billboards in the U.S. with over 4,800 displays.

Lamar Advertising and Greater SATX digital airport advertisement

Airports

Unlock a world of Programmatic opportunity in 25 airports nationwide, connecting with over 184 million+ annual passengers.

Urban Panels

These urban panel screens enable advertisers to showcase their message on all 8 faces, ensuring a strong presence on both sides of Bryant Park in NYC.

Bring your brand to the heart of gameday. Reach audiences with 750+ digital billboards within a 15-mile radius of NFL stadiums, capturing attention across stadiums, entertainment districts, and key gameday corridors when it matters most.

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Budlight NFL creative on Lamar billboard

Discover how a leading children's brand leveraged programmatic Digital Out of Home advertising across 60+ markets to drive awareness and boost in-store visits, delivering a 2.7x benchmark lift in foot traffic.

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In this episode of the Digital and Dirt podcast, Ian sits down with Kelly O’Rourke, Director of Marketing at FiiZ Drinks, to discuss the rise of “dirty soda,” the power of customization, and how social media helped turn a regional beverage company into a cultural phenomenon.

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Kelly O'Rourke episode on Lamar's Digital and Dirt podcast

Enhance your campaign using data and creativity

With Lamar’s innovative offerings, you can leverage data and creativity to ensure your programmatic campaign stands out. Publish live sports scores, adjust your creative based on weather or traffic, utilize social media content and more.

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Lamar Advertising and NBA In-Season Tournament live dynamic creative featuring the Detroit Pistons and Golden State Warriors

Enhance your campaign using data and creativity

How to Buy Programmatic Out of Home

Purchasing Lamar programmatically seamlessly integrates with leading demand side buying platforms, offering diverse buying options for advertisers to customize, streamline, and optimize campaigns, achieving their advertising goals and standing out in the competitive landscape.