#USA #Mount Laurel #Outdoor Advertising #Lamar Advertising #Pema Media

Lamar Advertising's Strategic Acquisition of Premier Outdoor Media

In a significant move within the outdoor advertising industry, Lamar Advertising Company has acquired Premier Outdoor Media, an independent operator known for its out-of-home (OOH) advertising assets primarily across the Northeast Corridor. The announcement, made on May 5, 2025, showcases Lamar's commitment to expanding its footprint in key markets, adding Premier's portfolio of nearly 200 billboard faces, including 45 digital units.

Understanding the Acquisition

Founded in 2018, Premier Outdoor Media quickly made a name for itself under the leadership of Dominick Vastino and Sean Corbett. The company was established following a successful acquisition by Caruth Capital Partners LLC, which saw the firm grow its digital display count by over 500%. Premier's rapid growth positioned it as the largest independent digital OOH network within the Philadelphia Designated Market Area (DMA), which attracted the attention of industry giants like Lamar.

The details regarding the financial aspects of the deal have not been disclosed, but the acquisition embodies Lamar's strategy of integrating high-quality, REIT-qualified assets into its operations. Sean Reilly, the CEO of Lamar, emphasized that this move would enhance their position in crucial markets such as southern New Jersey, Delaware, Maryland, Pennsylvania, and New York.

Leadership Perspectives

Tim Wegener, Managing Partner at Caruth Capital Partners, expressed pride in the journey that Premier has undertaken, highlighting their impressive execution of a focused growth strategy and the establishment of high-quality assets. This sentiment was echoed by Dominick Vastino, who noted that while they built a strong platform and created substantial value over the years, Lamar's operational excellence ensures ongoing benefits for their clients.

The acquisition sets the stage for Lamar, founded in 1902 and recognized as one of the largest outdoor advertising companies in North America, to further amplify its reach. With over 360,000 displays across the U.S. and Canada, Lamar excels in offering a diverse array of advertising formats, including billboards, transit, and airport advertising, thus aiding various businesses in reaching widespread audiences.

Expansion Fueled by Innovative Strategy

As digital advertising continues to evolve, the integration of Premier's assets allows Lamar to enhance its capabilities in the rapidly growing digital billboard market. Lamar is proud to manage the largest network of digital billboards in the U.S., featuring approximately 5,000 displays.

Lamar's CEO, Sean Reilly, affirmed that Premier's strategic positioning aligns well with the company's broader goals. The acquisition is not just about expanding the number of displays but also about enhancing the quality and effectiveness of OOH advertising options available to businesses. It enables Lamar to develop tailored advertising solutions, increasing visibility for brands and contributing to more compelling customer engagement.

Industry Response

The acquisition has garnered positive reactions across the industry, as other competitors aim to emulate Lamar's growth strategy. Premier's reputation for innovation in the OOH sector has set a benchmark, reflecting successful growth based on technology integration, audience targeting, and high-quality asset management.

Moorgate Securities LLC acted as the exclusive financial advisor to Premier while Munsch Hardt Kopf Harr, P.C. served as legal counsel. In contrast, Kean Miller LLP provided legal assistance to Lamar, highlighting the seriousness and strategic depth associated with the transaction.

Conclusion

The acquisition of Premier Outdoor Media signifies an important milestone for Lamar Advertising as it looks to bolster its offerings and expand its reach in the competitive advertising landscape. This not only benefits Lamar’s operational capabilities but also sets a new standard for quality and innovation in the outdoor advertising industry.