What Reagan Outdoor Advertising does

Reagan Outdoor Advertising (legal entity Reagan National Advertising, Inc.) is a family-owned outdoor advertising company founded in 1965 in Salt Lake City, Utah by William Reagan Sr. The company rents billboard advertising space — bulletins, rotary bulletins, posters, JR posters, and digital displays — to advertisers across seven U.S. markets: Austin (TX), Salt Lake City (UT), Las Vegas (NV), Indianapolis (IN), Chattanooga (TN), Rochester (MN), and Iowa. With over 4,000 billboard faces it is the 5th largest out-of-home (OOH) operator in the United States, and its portfolio spans both static and digital inventory supported by Geopath-audited impressions measurement and programmatic DOOH capabilities for dynamic, context-sensitive creative.

The company makes money primarily by selling advertising space on a recurring rental basis, with contract durations ranging from four weeks to twelve months. Pricing is quote-based rather than publicly disclosed. Reagan operates a sales-led go-to-market with regional Account Executives across each market, complemented by a website inquiry channel and a full-service in-house creative department. Customers span two primary segments: local small businesses seeking neighborhood-level visibility (the larger revenue contributor), and national/regional advertisers — including AT&T, DoorDash, Postmates, Credit Karma, Adidas, and Heineken — running multi-market campaigns. Support offerings include a real estate leasing service that secures billboard site rights from property owners at no capital outlay from them.

Reagan's competitive position rests on its multi-market distribution footprint, multi-generational family ownership with over 50 years of operating history, and integrated real estate operations that simplify site acquisition. The company has grown primarily through acquisitions of regional OOH operators and continues to invest in digital billboard inventory and programmatic capabilities. It remains privately held under family ownership with no disclosed parent company, institutional investors, or public-market listing.

Name

Reagan Outdoor Advertising

Legal name

Reagan National Advertising, Inc.

Website

https://reaganoutdoor.com

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Outdoor Advertising

NAICS

Indoor and Outdoor Display Advertising (54185)

SIC

Services-Advertising (7310)

akta.pro primary industry

Static Billboards & Posters (Roadside, Wallscapes) (BPAFALAA)

akta.pro secondary industries

Static Billboard Advertising (MPAAAKAA), Large-Format / Spectacular OOH (Building Wraps, Digital Spectaculars) (MPAAAKAF), Out-of-Home (OOH), DOOH & Ambient Advertising (BPAFAAAI)

Keywords

• Outdoor billboard advertising
• Digital billboard displays
• Out-of-home advertising
• Bulletin advertising media
• Billboard space leasing

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Infrastructure, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Billboard Advertising Space Rental: Revenue generated from renting billboard advertising space (bulletins, posters, digital displays) to advertisers. Sold individually or as rotary programs. Typical contract durations range from 4 weeks to 12 months depending on campaign goals.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Reagan Outdoor Advertising rents billboard advertising space across more than 4,000 billboard faces in seven U.S. markets. The product portfolio includes large-format Bulletins, rotating Rotary Bulletins, static Posters, smaller JR Posters, and digital billboards with dynamic, real-time content. Supporting services include in-house creative design and property lease services for billboard sites.

Product overview

Reagan Outdoor Advertising is a family-owned outdoor advertising company founded in 1965, operating a portfolio of over 4,000 billboard faces across multiple U.S. markets. The company offers a comprehensive suite of billboard advertising products including Bulletins (large-format permanent displays), Rotary Bulletins (premium rotating placements), Digital billboards (dynamic displays with real-time content updates), Posters, and JR Posters (smaller targeted formats). These core products are supported by creative design services and real estate leasing for property owners. The company serves markets including Austin, Salt Lake City, Las Vegas, Indianapolis, Rochester, Iowa, and Chattanooga.

Differentiator

Problem solved

Functional benefit

Products and services

• Bulletins Large-format permanent billboard advertising, typically 14'x48', sold individually at strategic high-traffic locations. Bulletin placements remain at one location throughout the contract duration and can be enhanced with custom extensions, embellishments, or 3D props. Targeted at advertisers seeking high-visibility, long-duration placements in Reagan's seven markets.
• Rotary Bulletins Premium rotating bulletin program in which advertiser messages appear on 14'x48' billboards that move to different high-traffic locations every 8 weeks. Designed to target varied geographies or demographic groups and provide higher reach and brand dominance across the total market area.
• Digital Billboards Bright, high-definition digital billboard displays operating 24/7 with flexible, near-instant messaging updates and no production or printing costs. Enables multiple creative executions, dayparting, and context-sensitive advertising campaigns, including programmatic DOOH reactions to weather, time of day, traffic, and live events.
• Posters Standard poster billboard advertising available in various sizes for targeted neighborhood coverage and broad market awareness campaigns across Reagan's markets.
• JR Posters Junior poster billboards offering smaller-format options for more localized or targeted advertising placements within specific neighborhoods or routes, complementing larger bulletin and poster buys.
• Real Estate Lease Services Property lease services for billboard locations, offering property owners supplemental income with no investment required from the landlord. Reagan handles all construction, maintenance, permits, and liability insurance for the billboard sites on the owner's land.
• Creative Services Full-service in-house art department providing billboard design, creative guidelines, and artwork production to help clients create effective outdoor advertising campaigns, available alongside media buys.

Quantifiable outcome

• OOH boosts digital video advertising effectiveness by 132%
• +8 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Intersection: Smart-city OOH and media company operating digital displays in transit hubs, airports, and public spaces. Overlaps with Reagan in digital OOH and programmatic DOOH, but with a focus on transit/place-based media.

Others

• Daktronics: Designer and manufacturer of large-format LED video displays used in OOH, sports, and commercial signage. Adjacent infrastructure provider for digital billboard operators like Reagan.
• Watchfire Signs: Manufacturer of digital billboards and LED signs that supplies operators like Reagan. Adjacent rather than competitive; relevant to the supply side of Reagan's digital inventory build-out.

Direct peers

• Clear Channel Outdoor Holdings: Global OOH operator with extensive U.S. billboard and digital billboard presence. Directly competes with Reagan for enterprise and national brand OOH spend.
• Adams Outdoor Advertising: Regional outdoor advertising company operating bulletins, posters, and digital billboards across multiple U.S. markets. Highly comparable as a mid-sized, multi-market OOH operator.
• OUTFRONT Media: National outdoor advertising company with a large portfolio of billboards, transit, and digital OOH inventory. Competes with Reagan for the same national brand and agency budgets across the U.S.
• Lamar Advertising Company: One of the largest U.S. outdoor advertising operators with a national footprint of billboards, transit, and digital displays. Directly comparable to Reagan as a billboard-focused OOH company, but at materially larger scale across more markets.
• Fairway Outdoor Advertising: Regional OOH company with billboard and digital billboard inventory in multiple Southeastern and Midwestern U.S. markets. Comparable in scale, footprint, and product mix to Reagan.
• Branded Cities: Specialty OOH operator focused on large-format, spectacular, and digital billboards in top U.S. and Canadian markets. Comparable in offering high-impact bulletins and digital spectaculars.

Regional players

• Pacific Outdoor Advertising: West Coast-focused outdoor advertising operator with static and digital billboards. Comparable in business model but primarily serves California/Oregon/Washington rather than Reagan's Mountain West/Midwest footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/reagan-outdoor-advertising

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Reagan Outdoor Advertising