Programmatic

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

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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.

NYC Bryant park urban panel screens

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.

    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.

    PMP pool of inventory for a tailored campaign

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    Always On Focused on a target audience

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    Open Exchange Multi-screen, multi-vendor access

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    Our SSP Partners

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    Vistar Media Logo
    Perion

    Our DSP Partners

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    Google Display and Video 360 logo
    Basis Technologies logo
    Stack Adapt logo
    Viant Logo
    Quotient logo
    theTradeDesk logo
    Orange Vistar Media logo
    Yahoo purple logo

    Contact our programmatic team to get started 

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    Programmatic News

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    Data and Re-Engagement Process

    Craig Benner of Accretive Media and Ian Dallimore dive into the intricate process of capturing data to re-engage consumers using Out of Home.

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    Programmatic Networks

    Programmatic Digital Out of Home allows advertisers to target key locations and change creative in a moment’s notice. Below are Lamar’s current pre-built promotional networks Lamar that can be activated with ease. 

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    Measuring Digital Out of Home

    Effective campaign measurement remains paramount, and the future holds promising possibilities for OOH in the dynamic world of marketing.

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