As consumers head outdoors, the two advertising networks aim to connect brands with key decision-makers on the road and in retail.

Lamar Advertising, one of the largest out-of-home (OOH) advertising companies in the world, and Grocery TV, a digital out-of-home (DOOH) advertising company in grocery retail, have partnered to package their premium inventories, so that advertisers can activate simultaneously in grocery stores and large-format billboards through a singular PMP (Private Marketplace) deal. The goal of the partnership is to make it easy for brands to reach audiences throughout their daily routines, such as on their drive to work or while they’re running errands in stores, in major DMAs including Los Angeles, Phoenix, and Dallas-Fort Worth.

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“We see the partnership with Grocery TV as an opportunity to combine important touch points along the consumer journey,” stated Lamar’s Vice President of Digital Growth, Ian Dallimore. “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. A recent survey from Lamar revealed that Americans are also back on the roads, and 83% of consumers say they’re noticing out of home ads while driving.

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“As the economy opens back up, we think the fall will be a great opportunity for brands to get in front of consumers, many of whom are excited about a holiday season that looks a little closer to how it did before the pandemic,” said Nolan Johnson, Head of Sales at Grocery TV. “Our team looks forward to working with Lamar to give advertisers a simpler way to plan campaigns across premium DOOH inventory.”