Lamar Advertising — one of North America's largest outdoor advertising companies — partnered with Comwrap Reply to migrate its corporate website from Sitecore to Adobe Experience Manager. The engagement delivered a modern, scalable digital platform with measurable gains in site traffic, product engagement, and lead generation, alongside a structured foundation for personalization and data-driven optimization.

The Challenge

Lamar's website did not match the scale and innovation of its advertising portfolio. Outdated UX, unstructured digital asset management, limited personalization, and weak analytics maturity were blocking effective lead generation and localized brand storytelling.

The Solution

A Scalable Digital Platform Built for Growth

Comwrap Reply led the end-to-end migration from Sitecore to Adobe Experience Manager (AEM Sites & Assets), embedding analytics intelligence and personalization capability from day one. The engagement followed a disciplined discovery-led approach — conducting seven-plus stakeholder sessions across four weeks to define business requirements, integration priorities, and a phased sprint roadmap before a single line of code was written.

AEM Sites Implementation

• 28 reusable components built for authoring flexibility and brand consistency
• 10 priority MVP pages launched at go-live
• Four-environment architecture (Development, QA, Stage, Production) for governance at scale
• Integrated form workflows and compliance tooling

Digital Asset Management

• 1,500+ assets migrated from unstructured Google Drive storage into Adobe Experience Manager Assets
• Purpose-built tagging hierarchy and metadata governance framework created
• AWS S3 used for structured batch migration, ensuring accuracy and continuity

Analytics & Optimization Foundation

• Adobe Analytics tracking framework implemented across the full site
• Executive performance dashboard built for real-time visibility
• Adobe Target configured to support personalization and A/B testing as immediate next-phase priorities

SEO Foundation

• Comprehensive SEO strategy delivered, including keyword mapping and on-page guidance for 20 priority pages
• Completed ahead of content entry to maximize launch-day impact

Integrations

• Lamar's proprietary Web Market Admin Tool connected via five API calls
• Salesforce Pardot integrated for lead routing and marketing automation
• OneTrust integrated for consent management and compliance

How we did it

Discovery-First, Delivered on Schedule

The engagement opened with a structured Discovery & Definition phase: seven-plus cross-functional stakeholder sessions completed within four weeks, covering SEO strategy, DAM architecture, technical integrations, and investor relations requirements. These sessions produced a complete set of business and functional requirements, JIRA epics and story tickets, a proof of concept for the core Web Market Admin Tool integration, and a finalized sprint plan.

Development ran across eight structured sprints from November through March, with weekly status meetings, sprint grooming sessions, and client demos maintaining alignment at every stage. A creative review process was layered in ahead of User Acceptance Testing, enabling early bug resolution and a clean two-week UAT cycle.

A 30-day post-launch warranty period was included, followed by a one-month analytics performance readout — giving Lamar a closed-loop view of launch impact and clear data to guide next-phase priorities.

About the Client

Lamar Advertising Company is one of the largest outdoor advertising companies in North America. Headquartered in Baton Rouge, Louisiana, Lamar operates more than 360,000 displays across the United States and Canada, including billboards, wallscapes, digital signage, transit displays, airport advertising, and programmatic solutions. A publicly traded company (NASDAQ: LAMR), Lamar serves advertisers across virtually every sector with a national footprint and deep local market expertise.