News & Events

News & Events

Lamar Advertising Launches Personalized Digital Billboard Campaign using Vehicle Recognition Technology for Paramount Pictures’ Transformers: The Last Knight

Vehicle makes & models trigger personalized ads to promote the upcoming release

Baton Rouge, LA – June 6, 2017 – Lamar Advertising Company (Nasdaq: LAMR), one of the largest out-of-home media companies in the world, and Paramount Pictures, a global entertainment company, have unveiled a dynamic, technology-led digital out-of-home (OOH) advertising campaign to promote the upcoming film release of Transformers: The Last Knight, ahead of its nationwide release on June 21, 2017. Using its digital billboard network in conjunction with vehicle recognition technology from Vehcio, Lamar will deliver personalized, contextually relevant messages based on the make and model of the oncoming car.

Drivers cruising along in their cars will see a tailored message displayed on the billboard with the make and model of their car: “Attention. Your Honda Civic is an Autobot” or “Warning. Your Toyota Camry is a Decepticon”.

Campaign highlights:
  • A camera mounted 1,000 feet ahead of the Lamar digital billboard scans for vehicle grilles.
  • When it recognizes a particular make and model, the billboard message shifts from a generic teaser ad to a personalized one for that vehicle make and model.
  • The artwork was designed to speak to Transformers fans – with imagery and references from the hit series of films – and to pique the interest of the marketplace with personalized messaging, generating excitement leading up to the film release.
  • The billboards will take into account the speed of traffic to calculate the precise moment and length of time to display the personalized message.
Generic Default Creative:
Transformers 5 Default Digital Billboard Creative

Personalized Creative:
Personalized Digital Billboard Creative for Transformers 5

Lamar executed the first digital billboard campaign in the U.S. using vehicle recognition technology to deliver contextually relevant messages for Chevrolet in 2016.

“Data-based technology is taking digital out-of-home to a new level,” said Ian Dallimore, Director of Innovation and Sales Strategy for Lamar Advertising Company. “Using Lamar’s digital network and vehicle recognition technology, we are able to help Paramount Pictures deliver a personalized one-to-one message to Transformers fans. We expect this campaign to generate a lot of buzz for the movie, and we can’t wait to see how fans react.”

The campaign is now live in New York City, Chicago, Philadelphia, Atlanta, Dallas, Detroit, Cincinnati and Oklahoma City and will run through June 25, 2017. Transformers: The Last Knight will release in theaters on June 21, 2017.

About Lamar Advertising Company
Founded in 1902, Lamar Advertising Company (Nasdaq: LAMR) is one of the largest outdoor advertising companies in the world, with more than 330,000 displays across the United States, Canada and Puerto Rico. Lamar offers advertisers a variety of billboard, interstate logo and transit advertising formats, helping both local businesses and national brands reach broad audiences every day. In addition to its more traditional out-of-home inventory, Lamar is proud to offer its customers the largest network of digital billboards in the United States with over 2,600 displays. Please feel free to explore our website or contact us at for additional information.

About Transformers: The Last Knight
From Michael Bay, and based on the Hasbro line of popular toys, Transformers: The Last Knight shatters the core myths of the Transformers franchise, and redefines what it means to be a hero. Humans and Transformers are at war, Optimus Prime is gone. The key to saving our future lies buried in the secrets of the past, in the hidden history of Transformers on Earth. Saving our world falls upon the shoulders of an unlikely alliance: Cade Yeager (Mark Wahlberg); Bumblebee; an English Lord (Anthony Hopkins); and an Oxford Professor (Laura Haddock). There comes a moment in everyone’s life when we are called upon to make a difference. In Transformers: The Last Knight, the hunted will become heroes. Heroes will become villains. Only one world will survive: theirs, or ours. To learn more about the movie go to:

Press Contact:

Allie McAlpin
Communications Director
Lamar Advertising Company
(225) 926-1000

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Lamar Advertising to appear at the 45th Annual J.P. Morgan Global Technology, Media and Telecom Conference

Lamar Advertising Company (Nasdaq:  LAMR) today announced that Sean Reilly, CEO of Lamar Advertising Company, is scheduled to participate in a question-and-answer session at the 45th Annual J.P. Morgan Global Technology, Media and Telecom Conference in Boston, MA on Monday, May 22, 2017 at approximately 2:20 p.m. (ET).

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Lamar Advertising Company Announces First Quarter 2017 Operating Results

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