Lamar Advertising
- Role
- Largest US billboard operator by display count; small and mid-market breadth
- Pricing model
- Direct buy through local reps; 4-week flights and longer; no public rate card
- Cheapest published rate
- Quote-only. No published rates. Lamar Advertising 2026
- Checked
- 2026-07-31 against www.lamar.com/howtoadvertise
The footprint
Lamar's FY2025 10-K reports about 159,300 billboard displays, of which roughly 5,500 are digital, plus 144,400 logo signs and 40,600 transit displays Lamar Advertising (SEC 10-K, FY2025) As of 31 December 2025. That is the largest US billboard count, weighted toward small and mid-markets and interstate corridors rather than coastal metro cores. If your market list is regional or rural, Lamar is usually the first call; the footprint comparison with OUTFRONT is in Lamar vs OUTFRONT.
How the buy works
- You deal with a local rep; Lamar publishes the process and creative specs, not prices Lamar Advertising 2026.
- Digital sells as loop slots in 4-week-and-up flights; ask for loop length, spot length and slot count per unit in writing.
- Reference prices for the negotiation: $5-$18 CPM and $3,500-$25,000 per 4-week digital flight published by AdQuick AdQuick 2026, small markets under $1,000, and Blip's $3,953 national average anchor for traditional 4-week leases Blip Billboards 2026.
Programmatic access
Lamar digital inventory is reachable through DOOH SSP integrations, so a DSP seat can test Lamar screens without a rep relationship; fees on that route are quote-only end to end (route math). For a small-market direct test, the $25k plan shows where Lamar units fit; negotiation posture is covered in negotiation.