Ross Reilly as President of the Outdoor Division
Lamar’s Leadership Shift Signals Strategic Momentum in a Transforming OOH Landscape
By Brent Baer, Publisher, OOH Today
On January 1, 2026, Lamar Advertising Company ushered in a new era for its core billboard business with the appointment of Ross Reilly as President of the Outdoor Division — a move that positions the century-old out-of-home giant for continued evolution amid seismic shifts in the OOH industry. GlobeNewswire
A Storied Legacy Meets New Expectations
Founded in 1902, Lamar has grown into one of North America’s largest outdoor advertising players, with hundreds of thousands of displays spanning roadside billboards, interstate logos, transit and airport placements. Over the decades, the company helped define OOH as a mainstay of brand reach — from static signage to the digital revolution that began in earnest in the early 2000s. Wikipedia+1
Under the leadership of CEO Sean Reilly, Lamar has blended traditional strengths with modern execution. Its billboard footprint remains a cornerstone — accounting for the lion’s share of revenue and delivering consistent growth even as economic trends fluctuate. REIT.com
Ross Reilly: From Deals to Digital
Ross Reilly’s rise within Lamar reflects the company’s evolving priorities. Before taking the helm of its largest operational division, he served as Vice President of Mergers & Acquisitions and Special Projects, where he closed over $1.5 billion in OOH asset acquisitions and helped shape Lamar’s programmatic strategy. GlobeNewswire
This experience is crucial: as OOH buyers increasingly seek real-time, data-driven execution, Lamar has been at the forefront of the transition. Its deep partnership with Vistar Media, a leading programmatic technology platform, has enabled the company to weave automation, targeting and advanced analytics into its digital inventory — including airport and transit placements accessible via programmatic channels. Lamar Advertising+1
Reilly’s leadership signals that Lamar isn’t simply maintaining the status quo. Instead, it’s doubling down on integration of sales, technology and operations — bridging traditional sales models with the demands of automated, programmatic buyers.
Reilly’s leadership signals that Lamar isn’t simply maintaining the status quo. Instead, it’s doubling down on integration of sales, technology and operations —
Looking Ahead: What This Means for Lamar and OOH
- Programmatic as a Growth Engine
Ross Reilly’s role in stewarding Lamar’s programmatic initiatives suggests the company will drive deeper into automated markets, potentially expanding digital yield management and data-driven audience segmentation well beyond current levels. That could help Lamar capture higher CPMs and attract advertisers who have historically focused more on online channels than OOH. - Strategic Deal Making Continues
Lamar’s acquisition activity remains robust. In 2025 alone, the company expanded its footprint with deals that added thousands of faces across strategic regions. Having a leader with M&A experience at the operational helm could smooth integration and accelerate network expansion, especially in underserved or fast-growing markets.PR Newswire+1 - Technology and Operations Alignment
Integrating programmatic technology with field operations isn’t trivial. Reilly’s dual exposure to tech partnerships and ground-level operations will help Lamar optimize workflows, reduce friction between digital and traditional sales teams, and refine its long-term tech stack — a competitive edge as DOOH increasingly blends with mobile and location data ecosystems. - Cultural and Organizational Impact
Reilly is relatively young for a division president in an industry known for long tenures and hierarchical leadership. His appointment signals a willingness to elevate different perspectives and attract talent that can navigate both legacy and cutting-edge aspects of OOH.
— a competitive edge as DOOH increasingly blends with mobile and location data ecosystems
A Forward-Focused Outlook
Lamar’s leadership transition — rooted in experience across acquisitions, programmatic strategy, and operations — underscores the company’s commitment to evolving where the market is heading, not where it’s been. As digital formats and automated buying reshape OOH, the outdoor giant has placed a leader at the intersection of relationships, technology and execution — a move that could set the tone for the next decade of outdoor advertising.
Lamar’s leadership transition — underscores the company’s commitment to evolving where the market is heading, not where it’s been.
For OOH Today insiders and advertisers alike, Ross Reilly’s elevation isn’t just a personnel announcement — it’s Lamar’s strategic nod to the future of the medium.
About Lamar Advertising Company
Founded in 1902, Lamar Advertising Company is one of the largest outdoor advertising companies in North America, with over 362,000 displays across the United States and Canada. Lamar offers advertisers a variety of billboard, interstate logo, transit and airport advertising formats, helping both local businesses and national brands reach broad audiences every day. In addition to its more traditional out-of-home inventory, Lamar is proud to offer its customers the largest network of digital billboards in the United States, with over 5,400 displays.
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