Case Study: Lamar achieves higher programmatic revenue with Vistar Media

Lamar - Customer Case Study

Lamar, a longtime leader in out-of-home advertising, wanted to innovate and monetize more of its digital billboard inventory while improving yield and efficiency. To support that goal, Lamar partnered with Vistar Media and used its programmatic OOH platform and supply-side technology to connect inventory to leading digital buyers, DSPs, and trading desks.

Vistar Media helped Lamar expand the amount of inventory available for programmatic buying, automate the filling of unsold PSA and bonus spots, and streamline PMP and open exchange monetization through its platform. The results were significant: Lamar achieved average quarter-over-quarter growth of 43% from Q1 2017 through 2019, increased programmatic revenue by 288% from 2017 to 2018 and 247% from 2018 to 2019, and generated millions in programmatic revenue through Vistar Media.

Lamar

Ian Dallimore

Vice President of Digital Growth