Lamar Advertising CFO on Digital Strategy, Local Market Strength, OOH Opportunity

Jay Johnson, CFO and treasurer at Lamar Advertising Company (Nasdaq: LAMR), joined the REIT Report podcast to discuss the state of out-of-home (OOH) advertising, where Lamar sees new growth potential, the importance of serving local as well as national clients, the growing share of digital advertising, the enduring appeal of traditional billboard formats, and more. Founded in 1902, Lamar has been publicly traded for nearly 30 years and transitioned to a REIT 12 years ago. The company’s longevity is rooted in the ability to remain relevant to clients as the business has evolved from traditional billboards to digital and programmatic advertising, Johnson noted.Johnson described OOH advertising today as well positioned, with national advertising improving and new categories like pharmaceuticals opening meaningful opportunities. “It’s a great time to be in out-of-home,” he said, noting that even a small share of pharma ad spending could be significant for Lamar. Chapters: 00:00 Digital vs Static Reality00:28 Welcome to The REIT Report00:56 Lamar Longevity and Evolution02:18 Out of Home Market Tailwinds03:06 New Verticals Pharma and AI04:33 Footprint and Economic Signals05:30 Digital Conversion Strategy07:11 Local Sales Engine08:16 Top Local Advertiser Verticals09:12 SEC Reporting Debate10:17 Three Competitive Pillars12:26 Scale Performance and Wrap Up