Lamar Advertising Company is one of the largest outdoor advertising companies in the world, with displays across the United States and Canada. Lamar offers advertisers a variety of billboard, interstate logo, transit, and airport advertising formats, helping both local businesses and national brands reach broad audiences every day. The company operates in the advertising segment and sells advertising on billboards, buses, shelters, benches, and logo plates. The company also sells digital billboards, which are located on traffic arteries and city streets, it also provides solutions in the form of billboards, digital displays, transit and airport advertising displays, and interstate logo signs.
The company serves customers in restaurants, service, healthcare, retailers, entertainment/sports, automotive, gaming, education, financial, telecommunications, and real estate industries in the US, Canada, and Puerto Rico.
In 2021, Lamar Advertising Company's billboards were present at 153,800 locations worldwide. The annual revenue of the billboard advertising business increased from $33.74 million in FY2020 to $87.17 million in FY2021 (an increase of 158.3% YoY), due to the billboards which are generally located on major traffic arteries and city streets. In 2021, the company owned and operated approximately 3,900 digital billboard advertising displays in 43 states and Canada. The company had approximately 76% of the net revenues from billboard advertising in 2021 derived from renting out bulletins, and 24% came from renting out posters.
In 2021, 3,900 digital billboards generated almost 30% of billboard advertising's net income. The highest percentage of net billboard revenues came from the service category at 13%, followed by Health Care at 12%, and Restaurants at 10%. The company leased over 69,900 outdoor sites in 2021, which amounted to an annualized lease expense of over $291.8 million and represented about 18% of net billboard advertising revenues.
Bulletins: Bulletins are generally large and sizable, illuminated billboards that are placed on major roadways and are intended to attract car traffic.
Posters: Posters are often smaller advertising structures that are placed on city streets and major city streets to draw in both car and pedestrian traffic.
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