OOH glossary · Sales
National vs local sales
National sales come from brands buying many markets; local sales come from businesses near the board.
Local buyers are businesses near the board, like a dentist or a plumber. They often buy straight from the operator.
National buyers are brands that buy many markets at once, usually through agencies or rep firms.
Lamar says local ads were about 79% of its 2025 outdoor net revenue. It believes that is above the industry average.
The two sell differently. Local means many small deals and fast follow-up. National needs audience data, agency ties and clean reports.
In Gabie
Scout finds local businesses around each open face with Google Places, up to 20 per run. It skips businesses already in your CRM.