In this week’s Out-of-Home industry roundup, major players are making waves across the sector. The industry continues to evolve from Lamar’s acquisition of Dyersburg Media Group to Smartify Media’s recognition as the 2025 Startup of the Year. Meanwhile, WOW makes history by becoming the first OOH company nominated for a Webby, and the Independents Summit at the upcoming OOH Media Conference reveals its agenda. Dive into this week’s top stories, curated with expert commentary to keep you informed and ahead in the dynamic world of OOH advertising.
1. Lamar Acquires Dyersburg Media Group In Tennessee
Lamar Advertising has acquired the outdoor advertising assets of Dyersburg Media Group (DMG), enhancing Lamar’s presence in the Memphis, Tennessee, market. This acquisition aligns with Lamar’s strategy to expand its digital out-of-home advertising network, which is increasingly favored by local businesses for its effectiveness. Financial terms of the acquisition were not disclosed. Drachman M&A represented the seller, DMG.
This expansion is part of Lamar’s broader growth strategy, which includes recent acquisitions such as Bill Salter Advertising’s 1,750 display faces in Florida and Alabama. These strategic moves underscore Lamar’s commitment to enhancing its digital capabilities and broadening its market reach in the out-of-home advertising industry.
B.B.’s Take: Max Drachman continues to enjoy success in OOH mergers and acquisitions. This divestiture representation is one of many already ‘booked’ for 2025 by Drachman.
2. Smartify Media Named 2025 Startup of the Year by The Advertising Club of New York
Smartify Media has been named the 2025 Startup of the Year by The Advertising Club of New York, recognizing its leadership in the programmatic digital-out-of-home (DOOH) sector. The award will be presented at the Advertising People of the Year Awards on June 4, 2025, in New York City. Founded in 2020 during the pandemic, Smartify initially launched Small Business+, a platform designed to assist local retailers with storefront communications and generate additional revenue. The company has expanded to over 40 U.S. markets, partnering with retailers and major consumer marketplaces.
Over 3,000 advertisers, including global brands like Louis Vuitton, BMW, Apple, and Coca-Cola, have run digital campaigns through Smartify. The company’s Community+ Program also supports nonprofit visibility, powering campaigns for organizations such as The Jimmy Fund and the American Cancer Society. Smartify’s platform offers an accessible and scalable way to advertise in top U.S. markets, connecting global brands, local businesses, and agencies to target audiences through programmatic and direct campaign activations.
B.B.’s Take: We know little about the Startup of the Year Award from the Ad Club of NY. The Ad Club of NY has been a prominent ad association since 1896. https://en.wikipedia.org/wiki/The_Advertising_Club_of_New_York If the ‘Ad Club’ is awarding it, it must be a big deal. Congrats to Smartify.
3. Out-of-Home Breakthrough — First OOH Company Nominated for Webby Alongside Google, Apple, and more
WOW, a digital out-of-home (DOOH) media company based in Inglewood, California, has made history by becoming the first OOH company ever nominated for a Webby Award. The nomination is in the Websites: Entertainment category, recognizing WOW’s innovative 3D driving tour of Inglewood.
This interactive experience allows users to virtually navigate the city’s spectaculars in real-time, providing a modern, tech-native edge to the OOH advertising space. The project was developed in collaboration with Amsterdam-based creative agency WONDERLAND.
B.B.’s Take: It is always significant when other media recognize our OOH Industry. It’s one thing to self-award, but of greater importance when recognized by others, not in OOH. Congrats WOW!
4. Agenda Now Available for The Independents Summit at The 2025 OOH Media Conference
The Independents Summit, part of the 2025 OOH Media Conference, will occur on Monday, May 5, in Boston. This summit, organized in partnership with the OAAA’s Independent Advisory Group, addresses the unique challenges and opportunities independent out-of-home (OOH) companies face. The agenda includes expert-led sessions and roundtables to foster growth and collaboration among industry leaders.
Sessions will cover audience measurement, national sales strategies, and programmatic OOH, providing attendees with valuable insights to enhance their business operations and competitiveness in the evolving OOH landscape.
B.B.’s Take: The Independents Summit on May 5th is shaping up to be a must-attend event. If you have not done so yet. Make your travel schedule work to attend. OOH Today will be there. The speakers, leaders, agenda, and format appear to have great potential for learning and collaboration. I hope to see you there.