Advertisers and agencies can now buy Lamar Advertising’s digital out-of-home airport inventory programmatically via Vistar Media’s supply-side platform, Vistar Media has announced.
Lamar has digital advertising inventory in 25 airports across the country capable of delivering an estimated 55 million weekly impressions, according to Vistar.
Lamar and Vistar have worked together for a decade. Vistar helped develop Lamar’s OOH programmatic
capabilities and Lamar in turn took a minority stake in the company two years ago with a $30 million Series B funding investment that also gave it a seat on Vistar’s board.
"Brands are always looking for new ways to engage consumers. The combination of Lamar's advanced airport advertising inventory and Vistar's industry-leading programmatic technology will deliver fresh opportunities to connect with and delight audiences," stated Leslie Lee, senior vice president of marketing, Vistar Media.
Lamar cites research from Nielsen that 83% of frequent fliers notice airport advertising while 75% associate airport advertising with high-quality brands. Lamar now has 400 digital airport screens with more planned in the future.