Lamar Advertising is an enduring brand with a modern outlook thanks to programmatic DOOH
There’s a reason why Lamar Advertising has been in business for 120 years. While years of rolling out successful outdoor advertising campaigns doesn’t hurt, one of the big reasons why Lamar has been so successful in the OOH space for over a century has to do with the company’s eagerness to do things differently. It doesn’t want to just keep up with the trends, but rather to help establish them. That’s how it has built its legacy of OOH success to this point, and that’s how it’s going to continue that tradition as we head deeper into the digital and programmatic future of the industry.
Then and now
Founded in 1902, Baton Rouge-based Lamar is one of the longest-standing out-of-home businesses in the world. The company provides local and national advertisers with a variety of advertising formats including billboards, roadside advertising, transit, airport signage and more. In 1992, Lamar took the business public, giving them increased visibility and more capital to spur growth and development. This helped to drive Lamar to become the largest global out-of-home company.
Lamar has a long history of success in OOH
Currently, their inventory includes roughly half a million screens in two countries, Canada and the United States. This includes the largest large format digital network, comprising 4,000 screens in the U.S. and accounting for roughly 4 billion impressions weekly across 170 designated markets. Recently, it began investing in programmatic DOOH, motivated by the creative potential and programmatic’s unmatched ability to facilitate targeted ad sales.
In pursuit of programmatic DOOH
The vast majority of Lamar’s screen inventory is roadside, with about 99% of their signage placed along major streets, highways, and interstates. The content fed by these screens mainly consists of advertisements—on average, alternating a rotation of six to eight different advertisers—but it also works in other types of content, too, such as weather updates, local event information, sports scores, and even obituaries – whatever adds value for the audience.
Lamar was the first in the large-format space to successfully launch programmatic DOOH and, over time, the company has seen tremendous success in capturing revenue using this offering. It has also used programmatic to spur technical innovation and to make it easier for customers to explore available inventory. Overall, it’s been an asset in helping the company come up with better rates, more options, and a streamlined buying experience.
Programmatic has helped Lamar drive innovation across its business
By coupling programmatic with their expertise in traditional OOH, Lamar has been able to gain a competitive edge by connecting with several SSPs, allowing it to conduct business with a wide variety of DSPs and offer different ad buying options while looking at how to better expose inventory.
Part of Lamar’s long-standing success comes from a relationship-first approach. Right now, one of the company’s big initiatives is to nurture existing client relationships and build new ones through education about programmatic. Lamar takes care to show the brands and agencies it partners with the myriad ways that campaigns can be successfully optimized through programmatic DOOH. This includes sharing appropriate tools, resources, and data to showcase why programmatic DOOH can be useful in delivering dynamic, targeted campaigns—as well as why this is a one-to-targeted medium that deserves attention and a line in the media budget. Through this, they’re able to help business owners and media planners make informed decisions regarding their outdoor campaigns.
Lamar works closely with buyers to help them realize the benefits of programmatic DOOH
Lamar and Broadsign
Lamar onboarded the Broadsign Reach SSP a few years ago. Currently, all of Lamar’s inventory is available on Broadsign Reach, and in the near future, the company intends to onboard a large majority of its airport screens to Broadsign Control players as well.
A recent campaign with Walmart offers a strong example of how Broadsign Reach has helped Lamar to meet and exceed client demands and expectations. For the campaign, Walmart turned to Lamar to help them promote their grocery pick-up services during the pandemic. With the Broadsign Reach platform, the retailer was able to create hyper-local campaigns in approximately 120 different stores. Because only specific stores offered grocery pickup, the campaign needed to be versatile and dynamic, only targeting locations where the message applied. Reach was able to help the retail giant achieve just that.
See how Broadsign can help your programmatic OOH business thrive
Groceryshop 2025: Why in-store screens are retail media’s last-mile goldmine
The message from Groceryshop 2025 was unmistakable: The initial era of retail media is closing, moving past what some called the “Gold Rush” phase. That phase, focused on high-margin, performance-driven e-commerce search, is no longer sufficient. The industry is entering what many are calling the “Age of Reckoning,” where true success requires a full-funnel approach and, critically, flawless execution at the point of purchase.
As brands allocate more budget to retail media, the emphasis is moving from digital shelf limitations to the hidden opportunities of the physical screen. Broadsign is key here: in-store screens serve as the final touchpoint where retailers can influence purchase decisions, create engaging shopping experiences, and unlock new revenue streams.
The sense of urgency is confirmed by recent data from eMarketer, projecting that retail media ad spending will reach nearly $100 billion by 2029. That includes U.S. investment in in-store retail media, which is expected to surpass $1 billion by 2028, outpacing growth in online retail media.
Why in-store media unlocks real value
In-store media uniquely combines mass reach, similar to connected TV audiences, with precision targeting at the moment of maximum intent.
Don’t mistake this for traditional out-of-home (OOH) advertising. Retail media requires a deeper integration of first-party data and sophisticated campaign management, extending to the point of purchase. Broadsign offers this core expertise, backed by twenty years of developing reliable, large-scale digital networks. This is where brand messaging turns into actionable insights, directly affecting shopper behaviour.
Strategically positioned digital screens, utilizing first-party data, are crucial for encouraging impulse buys at the last moment. They can showcase personalized offers and specific messages that enhance the in-store experience, influence last-minute decisions, and encourage shoppers to increase their cart sizes. This approach demonstrates how digital screens enhance the shopping experience and improve the average order value.
In a session, industry leaders such as Cristina Marinucci (Mondelez), Ali Miller (Instacart), and Sarah Marzano (eMarketer) highlighted that brand awareness isn’t solely built online. E-commerce has limitations; it lacks a digital counterpart to the disruptive, high-impact engagement offered by in-store screens. This presents an opportunity for brands and retailers to create meaningful and memorable moments that combine personalized experiences with a sense of community.
The hard work behind the magic: Collaboration and data harmony
Scaling in-store media is not simple. Execution is everything, and success requires solving multi-layered challenges.
Organizational alignment: Every team, from brand, trade, shopper marketing, and e-commerce, needs clarity on how to leverage the network. Without alignment, experimentation and innovation stall.
Data harmony: Flexible, real-time budget allocation depends on shared, integrated data systems. Clean-room partnerships are becoming increasingly essential for combining first-party data while respecting privacy, enabling both brands and retailers to maximize value.
Execution is everything: Retailers can no longer afford to simply track screen impressions. The next benchmark is true closed-loop attribution in-store, linking physical exposure directly to lift in sales and basket size. This is the critical question retailers must answer to justify long-term investment and prove performance to brand advertisers.
The retailers and networks that solve operational, measurement, and organizational challenges now will dominate the retail media landscape. The focus must be on getting in-store media right, because that’s where the last mile is won.
A question for retailers and brands
Are your current blockers operational, organizational, or data-related in nature? Understanding this will determine how effectively you can leverage in-store media to drive growth, engagement, and revenue.
Regardless of your stage in the process, Broadsign can help you develop your in-store retail media network. Contact us today to discover how we can assist you.
READ ALSO: Check out our latest playbook, How To Scale In-Store Activation, to learn how to create and grow in-store networks that enhance the shopper experience, open new monetization avenues, and promote long-term success.
Product News | October 11, 2021
Retail Media In-Store Report: 4 key insights shaping RMN strategies in 2025
For retailers seeking fresh revenue streams, the next big play isn’t online: it’s in-store. As digital inventory becomes saturated and competition intensifies, forward-thinking players are expanding their retail media networks (RMNs) into the physical environment — where most purchases still happen — connecting digital and in-store touchpoints to influence shoppers at the exact moment of decision.
To better understand this shift, the Retail Media: In-Store Report 2025, authored by leading retail media expert Colin Lewis and produced in collaboration with Broadsign, examines how in-store channels are evolving, the commercial models shaping their growth, and the measurement advances helping to prove ROI.
The four takeaways below highlight some of the biggest insights from the report — from market momentum and technology adoption to omnichannel integration and the maturation of measurement. Together, they illustrate why in-store is poised to become the next frontier of retail media.
Grocery chains may have pioneered the space, but they’re no longer alone. Today, other industries are developing their own retail media networks and using their physical presence to capitalize on this shift. With the right media capabilities and commercial strategy, the in-store opportunity stretches far beyond grocery to include sectors like petrol and convenience, shopping centres, hotels, and hospitality.
The appeal is clear: in-store combines mass reach in a high-attention environment with the ability to influence purchase decisions and drive real-time conversions at the shelf.
“In-store will begin to emerge as the new TV — a mass-reach advertising vehicle ideal for brands. Digital surfaces deliver what brands want and what linear TV has lost: fast reach, high attentiveness, younger audiences, and cultural relevance.” — Andrew Lipsman, Media Ads and Commerce, Retail Media: In-Store Report 2025
For retailers, that makes in-store an invaluable extension of their RMN. By monetizing previously untapped foot traffic, they can unlock new revenue streams while strengthening omnichannel shopper engagement.
But screens are just the start. Retailers are experimenting with other technologies that add depth and interactivity to the shopper journey, including:
Smart carts equipped with built-in displays
QR codes that connect signage, demos, or packaging to digital content, loyalty apps, or online campaigns
Interactive kiosks for product lookups, recipe ideas, or coupon printing
AI-powered shelves that trigger promotions when stock runs low
AR-enabled mirrors for virtual try-ons
Bluetooth beacons that send personalized offers to shoppers’ phones
Traditional formats will also continue to play a role. Print signage, product sampling, and in-store audio remain effective ways to reach shoppers, but they’re being reimagined with digital elements layered in. For example, dynamic QR codes on posters, demo carts, or packaging can link to apps, loyalty perks, or campaign landing pages — turning otherwise static interactions into measurable, omnichannel experiences.
Leading retailers are already proving what’s possible. Tesco’s “Scan as You Shop” handheld devices double as ad platforms powered by loyalty data. Meanwhile, Walmart is ramping up in-store advertising through its 170,000 digital screens, store-wide radio network, and new weekend sampling stations. Advertisers can pair demo tables with QR codes that drive shoppers to online options, recipes, or seasonal content, while bundling campaigns across screens, audio, and physical activations to maximize the impact at the point of sale.
Walmart is expanding digital in-store advertising, offering brands placements on self-checkout screens to reach shoppers at the point of purchase. Photo: Walmart/CNBC
Together, these innovations are transforming physical stores into full-fledged digital media environments — and giving retailers a scalable foundation to grow their retail media networks beyond the confines of ecommerce.
In-store media doesn’t exist in a vacuum — its real power comes when it’s connected with onsite and offsite channels as part of a seamlessly integrated RMN. When campaigns carry through from a retailer’s website or app into the physical store, brands can maintain consistent messaging and attribution across the full shopper journey, from brand awareness to purchase conversion.
In-store plays a role at every stage of the funnel:
Awareness: Strategically placed signage, displays, and demos act as discovery tools, especially for impulse or unplanned purchases.
Consideration: Interactive kiosks and QR codes surface reviews, ratings, and tutorials to help customers evaluate products.
Conversion: Digital displays, shelf talkers, and personalized mobile app push notifications can close the deal by offering time-sensitive promotions, bundling offers, or reminders of loyalty benefits.
Strategic integration makes these moments even more powerful. As consumers move fluidly between online browsing, mobile researching, and physical shopping, in-store media becomes a central node for narrative and experiential cohesion:
On-site integration: Link in-store media to shopper data from ecommerce sites, apps, and loyalty programs to bridge physical and digital experiences. Integration can also flow the other way, extending in-store inventory visibility into online ads — surfacing an “Available now in your local store!” message when browsing online — or using digital receipts to deliver post-purchase content, cross-sells, and offers.
Offsite integration: Connect in-store campaigns with offsite media like social, search, and CTV to drive store visits and purchases. Geotargeted programmatic ads can be timed with in-store launches, while influencer content and localized social ads guide shoppers into physical stores.
Sephora’s in-store kiosks extend its “Virtual Artist” app, letting shoppers try on products digitally for a personalized, interactive experience. Photo: Karsten Moran/The New York Times
Takeaway #4: Campaign measurement and commercial models are maturing
As retail media matures, advertisers expect the same accountability they’re used to from digital channels. It’s no longer enough to simply sell screen space — brands want evidence that in-store activations drive measurable results. For retailers, delivering credible, transparent measurement is essential to building trust and attracting repeat ad spend.
Industry-wide standards are starting to take shape. To bring more consistency and instill brands with greater confidence in directing marketing spend toward in-store campaigns, the Interactive Advertising Bureau (IAB) has introduced a set of standards that aim to provide unified definitions, measurement guidelines, and best practices for in-store retail media. While full standardization is still a work in progress, retailers don’t have to wait to start building credibility with advertisers.
While in-store retail media measurement is still developing, many best practices build on established digital out-of-home (DOOH) approaches. For a deeper dive into methodologies, see our guides on DOOH metrics, ROI measurement, and attribution.
At the same time, commercial models are evolving to meet different advertiser and campaign needs. In-store retail media is borrowing from digital and out-of-home playbooks but adapting them for the physical retail environment, where placements span digital screens, audio systems, shelf displays, and experiential zones.
The choice of model shapes not only ROI for brands but also how retailers monetize their networks and structure long-term growth, with several common approaches taking shape:
CPM (cost per thousand impressions): Mirrors digital buying habits and works well for digital screens and audio, but relies on accurate impression tracking.
Tenancy or fixed placement: Predictable pricing for high-traffic placements or seasonal pushes, though less performance-driven.
Hybrid approaches: Blend fixed fees with added value like co-marketing, shopper insights, or data access.
Performance-based models: Tie costs directly to outcomes such as sales lift, with risk and reward shared between retailer and brand.
Sponsorships and experiential packages: High-impact brand-building plays, often tied to events or seasonal themes.
Each model suits different situations: new entrants may lean on performance-based or fixed-fee options to minimize risk, established CPGs often prefer tenancy or CPM for reliable visibility at scale, and premium or lifestyle brands may invest in sponsorships to build emotional resonance. However, the broader trend across the industry is toward hybrid models that pair fixed costs with measurable outcomes, supported by richer data and more sophisticated retail media networks.
Start building your in-store retail media strategy
In-store retail media may have trailed online in the past, but it’s catching up fast. With shoppers’ attention at its peak inside stores and new technologies making campaigns more measurable and scalable, the channel has quickly shifted from underutilized to essential. Put simply, if you haven’t invested in in-store solutions yet, you’re already falling behind.
For retailers, it’s a chance to unlock stronger RMN revenue growth while deepening omnichannel engagement. For brands, it’s an opportunity to reach consumers at the exact moment of purchase. And for the industry at large, it’s a sign that the future of retail media won’t just be online — it will be in-store.
