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Lamar Today
By the People, for the People
Lamar Advertising Sees Digital Growth, Tighter Expenses in 2025
Outdoor advertising company Lamar Advertising reports digital revenues and acquisitions on the rise.
Published on Feb. 25, 2026
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Lamar Advertising, a leading outdoor advertising company, saw its digital revenues and logo revenues increase 7% in 2025, while static billboard revenues grew 1% and transit revenue declined 4%. The company added 500 digital billboards in 2025, contributing to the digital growth. Despite the revenue increase of 2.7%, Lamar kept expenses in check, with only a 2.4% increase. The company also ramped up acquisitions, spending $339 million in 2025 compared to $45 million the prior year. Lamar quietly continues to buy easements, owning the land under almost one-seventh of its billboards, which the CEO says creates a long-term advantage.
Why it matters
Lamar's focus on digital growth and cost control demonstrates its ability to adapt to industry changes and maintain profitability. The increase in acquisitions signals the company's strategic expansion, while its easement strategy provides a potential long-term competitive edge.
The details
Lamar's digital revenues and logo revenues increased 7% in 2025, outpacing the 1% growth in static billboard revenues and the 4% decline in transit revenue. The company added 500 digital billboards in 2025, contributing to the digital growth. Despite the 2.7% revenue increase, Lamar kept expenses in check, with only a 2.4% increase. The company also ramped up acquisitions, spending $339 million in 2025 compared to $45 million the prior year. Lamar is quietly buying easements, owning the land under almost one-seventh of its billboards, which the CEO says creates a long-term advantage.
- Lamar's revenues increased 2.7% during 2025.
- Lamar added 500 digital billboards in 2025.
- Lamar's acquisitions increased from $45 million in 2024 to $339 million in 2025.
- Lamar has already closed $40 million in acquisitions in the first two months of 2026.
The players
Lamar Advertising
A leading outdoor advertising company.
Sean Reilly
The CEO of Lamar Advertising.
What they’re saying
“Lamar tries to buy an easement under billboards that it wants to convert to digital.”
— Sean Reilly, CEO (billboardinsider.com)
What’s next
Lamar is expected to continue its acquisition strategy, with $200-300 million in acquisitions projected for 2026.
The takeaway
Lamar's focus on digital growth, cost control, and strategic acquisitions demonstrates its ability to adapt to industry changes and maintain profitability. The company's easement strategy also provides a potential long-term competitive advantage.
