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Lamar Advertising, Grocery TV partner to expand DOOH marketplace reach

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July 29, 2021

Lamar Advertising, an OOH advertising company, and Grocery TV, a DOOH ad marketer in grocery retail, have partnered to help advertisers activate their brands simultaneously in grocery stores and large-format billboards, according to a company press release.

The goal of the partnership is to make it easy for brands to reach audiences throughout their daily routines, such as their drive to work or while they're running errands in stores in major markets including Los Angeles, Phoenix and Dallas-Fort Worth.

"We see the partnership with Grocery TV as an opportunity to combine important touch points along the consumer journey," Ian Dallimore, Lamar's VP of Digital Growth said in the release. "By running campaigns on our digital billboards along with nearby Grocery TV displays, advertisers can make meaningful connections and build brand credibility."

Grocery TV saw a 170% and 219% increase in grocery store foot traffic over Memorial Day and the 4th of July, respectively, compared to the pre-vaccine average, according to the release. A recent survey from Lamar revealed that Americans are also back on the roads, and 83% of consumers say they're noticing OOH ads while driving.

"We're fairly confident that traffic will continue rising as we approach fall holidays, which is going to be a great opportunity to get in front of consumers," Nolan Johnson, Head of Sales at Grocery TV said in the release. "Our team looks forward to working with Lamar to give advertisers better access to their audiences across the country."