Region: United States (South Carolina) | Date: November 3, 2026
Adams Outdoor Advertising is expanding along the Carolina coast with the acquisition of billboard assets from Haynes Sign Company and Invest Outdoor LTD, adding 115 billboard faces across Myrtle Beach and the Grand Strand, including eleven digital billboard displays. The transaction, reported on November 3, 2026, brings Adams to nearly 3,000 advertising faces across South Carolina.
Myrtle Beach is one of the most visited coastal corridors in the southeastern United States, welcoming more than 18 million visitors in 2024 who spent more than $13 billion during their stays, according to the Myrtle Beach Area Convention and Visitors Bureau. Because many visitors decide where to eat, shop and play after they arrive, the market is one where outdoor advertising drives action as well as awareness.
The newly acquired billboards line the two routes that carry most of the region’s traffic — U.S. 501 and U.S. 17 — from Aynor through Conway toward Myrtle Beach, with several locations seeing more than 50,000 vehicles a day based on South Carolina Department of Transportation counts. The Myrtle Beach-Conway-North Myrtle Beach metro area is also home to an estimated 427,000 permanent residents, whose population aged 65 and older has grown 22% since 2020, the largest increase of any U.S. metro this decade.
“This acquisition enhances our ability to serve one of the most visited and recognizable coastal corridors in the Southeast,” said Kevin Jones, Chief Executive Officer of Adams Outdoor Advertising. “Together with our existing presence across North and South Carolina, we’re positioned to help brands engage consumers wherever they live, work and travel.”
The digital component of the deal is significant. Eleven digital billboards, all on or just off U.S. 17, give advertisers flexible messaging that can change by time of day, day of week or season without printing new vinyl — a restaurant can promote breakfast in the morning and dinner at night, and a retailer can move from summer specials to holiday offers within the same campaign. With digital displays already operating in Florence and Charleston, Adams can now offer coordinated multi-market digital campaigns across South Carolina from a single plan.
For the local market, the acquisition means advertisers gain one partner for campaigns that reach both residents and the region’s enormous seasonal visitor base, across healthcare, real estate, home services, financial institutions, attractions and restaurants. For Adams, it fills the gap between its existing Eastern North Carolina, Florence and Charleston operations, completing a continuous coastal network from North Carolina through the Grand Strand.
The timing of the deal also reflects the improving economics of digital billboards in secondary markets. As hardware and connectivity costs fall, operators can justify digitising inventory in markets like Myrtle Beach where seasonal advertising demand is intense. The eleven digital screens will allow local advertisers — restaurants, attractions, real estate agencies — to rotate creative rapidly during peak seasons, a capability that was previously limited to the largest metros.
Why it matters: The acquisition consolidates the Grand Strand — an 18-million-visitor market — into one operator’s network and adds eleven digital billboards, showing how regional OOH consolidation is being driven by the demand for multi-market digital campaigns.
Source: Billboard Insider
