Profile: Lamar Advertising Co (LAMR.O)
24 May 2017
Lamar Advertising Company, incorporated on May 16, 2014, is an outdoor advertising company. The Company operates in the advertising segment. It is engaged in the rental of advertising space on outdoor advertising displays owned and operated by the Company. The Company leases space for advertising on billboards, buses, shelters, benches and logo plates. It offers its customers an integrated service, covering all aspects of their billboard display requirements from advertisement copy production to placement and maintenance. It operates approximately three types of outdoor advertising displays, including billboards, logo signs and transit advertising displays.
The Company leases its advertising space on approximately two types of billboard advertising displays, including bulletins and posters. As of December 31, 2014, it owned and operated approximately 144,000 billboard advertising displays in over 40 states. Bulletins are large, advertising structures consisting of panels, on which advertising copy is displayed. It wraps advertising copy printed with computer-generated graphics on a single sheet of vinyl around the structure. Some of the panels may extend beyond the linear edges of the display face and may include three-dimensional embellishments. As of December 31, 2014, it operated approximately 67,000 bulletin displays. It leases individually-selected bulletin space to advertisers for the duration of the contract (1 to 12 months). It also leases bulletins as part of a rotary plan, under which it rotates the advertising copy from one bulletin location to another within a particular market at stated intervals (every 60 to 90 days).
Posters are smaller advertising structures. The Company operates junior posters, which are 5 feet high X 11 feet wide or 55 square feet. Poster panels utilize a single flexible sheet of polyethylene material that inserts into the face of the panel. As of December 31, 2014, it operated approximately 75,000 poster displays. It leases poster space for approximately 30- and 60-day periods in packages called showings, which comprise a given number of displays in a specified market area. It places and spreads out the displays making up a showing in areas to reach a range of audience in the particular market. In addition to the traditional displays, it also rents digital billboards.
Digital billboards are electronic light emitting diode (LED) displays that are located on traffic arteries and city streets. As of December 31, 2014, it operated over 2,100 digital billboards in various markets. The Company owns the physical structures, on which the advertising copy is displayed. It builds the structures on locations it either owns or leases. It also helps with the strategic placement of advertisements throughout an advertiser's market by using software that allows the Company to analyze the target audience and its demographics. It also assists in developing marketing presentations, demonstrations and strategies.
Logo Sign Advertising
The Company provides logo sign services in the United States. It erects logo signs, which advertise nearby gas, food, camping, lodging and other attractions, and directional signs, which direct vehicle traffic to nearby services and tourist attractions, near highway exits. As of December 31, 2014, it operated over 42,500 logo sign structures containing approximately 132,000 logo advertising displays in the United States and Canada. It also operates the tourist oriented directional signing (TODS) programs for the states of Colorado, Kansas, Kentucky, Louisiana, Michigan, Missouri, Montana, Nebraska, Nevada, New Jersey, Ohio, South Carolina, Virginia and the province of Ontario, Canada. It also runs a silk screening operation in Baton Rouge, Louisiana and a display construction company in Atlanta, Georgia.
The Company rents transit advertising displays on bus shelters, benches and buses in over 60 transit markets, and provides a range of creative and installation services to its transit advertising tenants. As of December 31, 2014, it operated over 41,000 transit advertising displays in over 20 states, Canada and Puerto Rico.
The Company competes with Clear Channel Outdoor Holdings, Inc. and Outfront Media, Inc.
Lamar Advertising Co
5321 Corporate Blvd
BATON ROUGE LA 70808-2506