Everything You Need to Know About Programmatic Before Next Year

Lamar roadside digital billboards are the largest unavoidable screens in the Digital Out of Home (DOOH) space, providing brands the ability to reach their audience at scale throughout the consumer journey and where other media channels are not available. Lamar DOOH is also brand-safe and unaffected by issues related to viewability, ad blocking, ad clutter, cord-cutting, and guaranteed commitments.

But what is programmatic advertising and why use it for DOOH?

Programmatic is the automated, data-driven buying and selling of advertising. While programmatic buying and selling can be done across many advertising mediums, Lamar focuses exclusively on DOOH.

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The impact of DOOH exposure can be measured in brand awareness, foot traffic, and sales lift metrics. By serving relevant, contextual, and strategic messaging based on behavioral patterns, first- or third-party data, or weather-triggering, programmatic can help brands reach target audiences more effectively.

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With programmatic, advertisers have full autonomy over the allocation of media budget and can adjust spend across various media outlets to maximize budget efficiency and campaign effectiveness. Because Lamar’s inventory is non-fraudulent and unavoidable, due in large part to the sheer size of our billboards, brands can reach their customers in a consistent and trustworthy way.


Lamar works hard to provide the best service to our clients. From quick, same-day deal setups to live webcam POPs, the Lamar team is always focused on delivering client success. To learn more about Lamar Programmatic DOOH, check out the link below or contact us today!

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