Lamar Advertising Company provides outdoor advertising services in the United States, Canada, and Puerto Rico. The company offers its customers an integrated service, including all aspects of their billboard display requirements from ad copy production to placement and maintenance.
As of December 31, 2006, the company owned and operated approximately 151,000 billboard advertising displays in 44 states, Canada and Puerto Rico; approximately 95,000 logo advertising displays in 19 states and the province of Ontario, Canada; and operated approximately 31,200 transit advertising displays in 16 states, Canada and Puerto Rico.
The company operates in three types of outdoor advertising displays that include: Billboard advertising, Logo signs, and Transit advertising displays.
BILLBOARD ADVERTISING
The company sells most of its advertising space on two types of billboards: bulletins and posters.
Bulletins
Bulletins are illuminated advertising structures that are located on major highways and target vehicular traffic. Bulletins are 14 feet high and 48 feet wide (672 square feet) consisting of panels on which advertising copy is displayed. The advertising copy printed with computer-generated graphics on a single sheet of vinyl around the structure. As of December 31, 2006, the company operated approximately 73,000 bulletins.
The company sells individually-selected bulletin space to advertisers for the duration of the contract (usually six to twelve months). It also sells 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.
The company also offers digital billboards which are located on major traffic arteries and city streets. As of December 31, 2006, the company owned and operated approximately 300 digital billboard advertising displays in 34 states and Canada.
Digital billboards are electronic Light Emitting Diodes (LED) displays that are either 14 feet by 40 feet (560 square feet); 10 feet 6 inches by 36 feet (378 square feet); and 10 feet by 21 feet in size (210 square feet) that are located on major traffic arteries and city streets. They display digital advertising copy from various advertisers in a slide show fashion, rotating each advertisement roughly every 6 to 8 seconds. The company gives digital advertisers flexibility to change their advertising copy by sending new artwork through a secured Internet connection. The company owns the physical structures on which the advertising copy is displayed. The company builds the structures on locations it either owns or leases.
The company provides its billboard advertising services for Restaurants; Retailers; Automotive; Real Estate Companies; Health Care; Hotels and Motels; Service; Gaming; Financial – Banks/Credit Unions; and Amusement – Entertainment/Sports.
Posters
Posters are smaller advertising structures that are located on major traffic arteries and target vehicular traffic, and junior posters are concentrated on city streets and target hard-to-reach pedestrian traffic and nearby residents.
Posters are 12 feet high by 25 feet wide (300 square feet) common size. It also operates junior posters, which are 6 feet high by 12 feet wide (72 square feet). There are two kinds of advertising copy the company use on posters. The first consists of lithographed or silk-screened paper sheets supplied by the advertiser that it paste and apply like wallpaper to the face of the display, and the second consists of single sheets of vinyl with computer-generated advertising copy that it wrap around the structure. As of December 31, 2006, the company operated approximately 78,000 posters.
The company sells poster space for 30 and 90 day periods in packages called ‘showings’, which comprises a given number of displays in a specified market area.
LOGO SIGNS
The company sells advertising space on logo signs located near highway exits. Logo signs generally advertise nearby gas, food, camping, lodging and other attractions. The company provides logo signs in the United States, operating 19 of the 25 privatized state logo sign contracts. As of December 31, 2006, the company operated approximately 95,000 logo sign advertising displays in 19 states and Canada.
The company operates the logo sign contracts in the following states and the province of Ontario, Canada: Colorado; Kentucky; Missouri; Oklahoma; Delaware; Maine; Nebraska; South Carolina; Florida; Michigan; Nevada; Utah; Georgia; Minnesota; New Jersey; Virginia; Kansas; Mississippi; and Ohio.
The company also operates the tourist oriented directional signing (TODS) programs for the states of Nevada, Colorado, Nebraska, Missouri, Michigan, Ohio, Kentucky, Virginia and New Jersey, and the province of Ontario, Canada.
TRANSIT ADVERTISING
The company also sells advertising space on the exterior and interior of public transportation vehicles, transit shelters and benches in 73 markets. As of December 31, 2006, the company operated approximately 31,200 transit advertising displays in 16 states, Canada and Puerto Rico.
Customers
The company’s customers include Restaurants, Retailers, Automotive, Real Estate Companies, Health Care, Hotels and Motels, Service, Gaming, Financial – Banks/Credit Unions, and Amusement – Entertainment/Sports.
Competition
The company’s major competitors from other major outdoor media companies include Clear Channel Outdoor Holdings, Inc.; and CBS Outdoor, a division of CBS Corporation.
History
Lamar Advertising Company was founded in 1989.
