Digital Out of home Billboard

Digital Out-of-Home Billboard Market Outlook

The global digital out-of-home (DOOH) billboard market is projected to reach approximately USD 40 billion by the year 2035, exhibiting a robust compound annual growth rate (CAGR) of around 10% during the forecast period from 2025 to 2035. This growth is largely driven by the increasing urbanization and rapid advancements in digital technologies, which create opportunities for advertisers to reach consumers in high foot traffic areas more effectively. Additionally, the shift from traditional billboard advertising to digital formats is bolstered by the growing demand for real-time advertising and data analytics, enabling advertisers to tailor their messages to specific audiences. With the rise of smart cities and the Internet of Things (IoT), advertisers are leveraging interconnected devices to enhance user engagement and deliver more relevant content, further propelling the growth of the DOOH market. Furthermore, in the post-pandemic world, businesses are focusing on innovative advertising strategies, thereby enhancing the digital out-of-home presence and its effectiveness in reaching target demographics.

Growth Factor of the Market

The primary growth factor contributing to the digital out-of-home billboard market is the increasing effectiveness of digital advertising over traditional methods. Digital billboards allow for dynamic content changes, enabling brands to adapt their messaging based on real-time data, weather conditions, or audience demographics. Additionally, advancements in display technologies, such as high-definition LED screens, are enhancing the visual appeal of advertisements, making them more engaging. The integration of data analytics further strengthens this market by providing insights into consumer behavior, allowing for targeted advertising that resonates with specific audiences. The growing trend towards urbanization also plays a significant role, as more people spend time outdoors, thus increasing the visibility and effectiveness of outdoor advertising. Moreover, the rise of programmatic advertising in the DOOH space is facilitating automated ad placements, thereby streamlining the process and increasing operational efficiency for advertisers.

Key Highlights of the Market

• Projected growth to reach approximately USD 40 billion by 2035, with a CAGR of around 10%.
• Dynamic content capabilities enabling real-time updates and targeted messaging.
• Increased demand for advanced display technologies, including LED and LCD screens.
• Integration of data analytics driving more effective advertising strategies.
• Growing urbanization leading to higher outdoor foot traffic and visibility.

By Location

Roadside:

The roadside segment of the digital out-of-home billboard market is a significant contributor to its overall growth, as these billboards are strategically placed along busy highways and streets. They capture the attention of drivers and pedestrians alike, making them an effective medium for advertisers. The ability to display high-resolution images and videos enhances visibility, ensuring advertisements are seen by a large audience. Additionally, roadside digital billboards can be programmed to change content based on the time of day or local events, thereby maximizing engagement. The integration of real-time data such as traffic conditions can also influence the displayed content, making roadside advertising even more relevant and timely. As urban areas continue to expand, the potential for roadside advertising will further increase, making it a key focus for brands looking to enhance their visibility.

Transport:

The transport segment encompasses digital billboards located in transit stations, airports, and on public transportation vehicles. This segment is gaining traction due to the high volume of commuters and travelers who are exposed to these advertisements daily. Digital screens in these environments provide advertisers with an opportunity to reach a captive audience during their travels, often when consumers are most receptive to messages. The flexibility of digital displays allows for targeted campaigns that can change based on location and time, catering to the demographic profile of the audience. With the increasing investments in public transport infrastructure and the rise of smart transport systems, the transport segment of the DOOH market is expected to see significant growth in the coming years. Furthermore, the incorporation of interactive features into transport advertisements can enhance consumer engagement, making this segment vital for advertisers aiming to make an impact.

Retail:

The retail segment is an increasingly important area for digital out-of-home advertising, as brands seek to influence consumer purchasing decisions at the point of sale. Digital billboards in retail environments can capture customer attention, display promotional offers, and enhance the shopping experience through engaging content. With the rise of omnichannel retail strategies, integrating DOOH advertising with online marketing efforts can lead to a cohesive brand message. Retail billboards can also utilize customer data to display personalized ads, further increasing relevance and potential conversions. As e-commerce continues to grow, brick-and-mortar retailers are using digital signage to entice shoppers back into physical stores. The ability to showcase timely promotions and new product launches via digital displays makes this segment a key growth area within the DOOH market.

Others:

This category includes various locations not classified under the previous segments, such as entertainment venues, sports stadiums, and public events. These environments provide a unique opportunity for advertisers to engage with audiences in a lively and dynamic atmosphere. Digital billboards in such settings can leverage the excitement of the event to create memorable advertising experiences. Moreover, these locations often attract large crowds, providing high visibility for brands. The ability to display engaging content that aligns with the event theme can enhance consumer interaction with advertisements. As the trend of experiential marketing grows, the relevance of digital billboards in these unique settings is likely to increase, paving the way for innovative advertising campaigns that capture audience attention in a competitive landscape.

By Application

Advertising:

Advertising constitutes the largest application segment of the digital out-of-home billboard market. Brands are increasingly adopting digital advertising due to its ability to deliver dynamic content and real-time messaging that engages consumers more effectively than traditional static displays. Digital billboards allow advertisers to reach specific target demographics based on location, time of day, and current events, which significantly enhances the effectiveness of advertising campaigns. The growing trend of programmatic advertising is also shifting the landscape, enabling advertisers to automate the buying and selling of ad spaces in real-time, thus optimizing ad placements. As brands continue to allocate larger portions of their budgets towards digital channels, the advertising application segment is expected to experience consistent growth, driven by technological advancements and an evolving digital ecosystem.

Information Display:

The information display application segment plays a crucial role in the digital out-of-home market, as it provides essential information to the public in various settings. This includes real-time updates on transportation schedules, weather forecasts, and local news, which are displayed through digital billboards. The ability to quickly change the displayed information enables organizations to keep the public informed and engaged. As cities become smarter and more connected, the demand for digital information displays is on the rise, as they serve as vital communication tools in urban areas. Institutions such as transit authorities and municipal departments are increasingly adopting digital billboards to enhance public services, making this segment a key player in the overall growth of the DOOH market.

Entertainment:

The entertainment segment is an emerging area within the digital out-of-home billboard market, where digital displays are used to promote events, shows, and attractions. Digital billboards in this sector provide an engaging platform for advertisers to capture the attention of potential attendees by showcasing trailers, testimonials, and exclusive content. The vibrant and eye-catching nature of digital displays makes them particularly effective in attracting audiences to concerts, festivals, and sporting events. Furthermore, as the demand for interactive and immersive experiences continues to grow, integrating augmented reality and gamification into advertising campaigns can further enhance consumer engagement. With the entertainment industry bouncing back post-pandemic, the opportunities for digital out-of-home advertising in this segment are substantial, fueling its expected growth in the coming years.

Others:

This segment encompasses various applications not covered above, including public service announcements (PSAs), safety messages, and community engagement initiatives. Digital billboards serve as a platform for disseminating important information to the public, which can range from emergency alerts to health advisories. As cities prioritize public safety and community engagement, the use of digital displays for such purposes is likely to increase. This application segment is particularly relevant in the context of evolving communication strategies, as digital billboards can deliver timely messages that resonate with the audience. Moreover, the ability to quickly update and customize content for different situations enables organizations to respond effectively to community needs, making this segment a valuable part of the DOOH market landscape.

By Screen Type

LED:

LED screens dominate the digital out-of-home billboard market due to their superior brightness, clarity, and energy efficiency. These displays are ideal for outdoor environments, where they can effectively capture attention even in direct sunlight. The technology allows for vibrant colors and high-definition visuals, making advertisements more appealing to viewers. Additionally, the durability of LED screens ensures a long lifespan and consistent performance, reducing maintenance costs for operators. The versatility of LED technology enables creative advertising solutions, such as large-format displays and 3D effects, further heightening audience engagement. As the demand for eye-catching outdoor advertising continues to grow, the LED segment is poised for significant expansion, supported by ongoing technological advancements in display technology.

LCD:

LCD screens are widely used in urban environments and indoor settings where space is at a premium. Their ability to deliver high-resolution images makes them suitable for a variety of applications, from retail advertising to information displays. Unlike LED screens, LCD displays are often utilized in smaller formats, allowing for creative installations in confined spaces. Their compatibility with interactive technologies, such as touch screens, makes them ideal for engaging consumers in retail and entertainment environments. The ongoing advancements in LCD technology, including ultra-thin designs and improved energy efficiency, are expected to enhance their attractiveness to advertisers. As businesses continue to seek innovative ways to engage consumers, the demand for LCD screens in the DOOH market is likely to grow steadily.

Projection:

Projection technology is an innovative approach in the digital out-of-home advertising space, offering unique and flexible advertising solutions. This segment allows for the projection of images and videos onto various surfaces, creating immersive experiences that can captivate audiences. Unlike traditional screens, projection can be used in unconventional spaces, such as building facades and outdoor areas, enabling advertisers to reach consumers in novel ways. The versatility of projection technology allows for dynamic content that can be easily updated, making it a valuable tool for marketers seeking to create memorable advertising experiences. As technology continues to develop, including advances in high-definition and 3D projection, the projection segment is expected to gain traction within the DOOH market, offering innovative ways to engage consumers.

By Connectivity

Wi-Fi:

Wi-Fi connectivity has become an essential feature in the digital out-of-home billboard market, enabling advertisers to deliver real-time content and updates effectively. Digital displays equipped with Wi-Fi can easily connect to the internet, allowing for dynamic content changes based on real-time data, such as weather conditions or special events. This capability enhances the relevance of advertising messages, making them more appealing to consumers. Additionally, Wi-Fi connectivity facilitates data analytics, helping advertisers gain insights into audience behavior and preferences, which can inform future campaigns. As the demand for interactive and personalized advertising experiences continues to grow, the integration of Wi-Fi technology in DOOH billboards is expected to become increasingly important, driving advancements in the industry.

Bluetooth:

Bluetooth connectivity in digital out-of-home advertising offers an innovative way to engage with consumers through their mobile devices. Advertisers can leverage Bluetooth technology to push notifications and advertisements directly to users' smartphones when they are in proximity to a Bluetooth-enabled billboard. This not only enhances consumer engagement but also allows for tailored messaging based on location and consumer behavior. Furthermore, Bluetooth connectivity can facilitate interactive experiences, enabling consumers to participate in promotions or contests through their devices. As the trend towards mobile marketing continues to rise, the incorporation of Bluetooth technology into DOOH billboards is likely to create new opportunities for advertisers to connect with their audience, making this segment a critical aspect of the market's future growth.

NFC:

Near Field Communication (NFC) technology represents an exciting development in the digital out-of-home billboard market, providing a seamless way for consumers to interact with advertisements. NFC-enabled billboards allow users to tap their smartphones on the display to receive additional information, coupons, or promotional offers directly on their devices. This technology enhances consumer engagement by creating a direct link between the advertisement and the user, fostering a more personal connection with the brand. Furthermore, NFC can be integrated with loyalty programs, enabling consumers to earn rewards for interacting with advertisements. As brands seek to create more engaging and interactive experiences for consumers, the integration of NFC technology in DOOH advertising is expected to gain momentum, driving innovation and growth in the market.

Others:

This segment encompasses various connectivity technologies not categorized above, such as 4G and 5G networks that enhance the capabilities of digital out-of-home billboards. The advent of 5G technology is set to revolutionize the DOOH advertising landscape by providing faster data transmission and enabling more complex and data-rich content. Advertisers will be able to deliver high-quality video ads and augmented reality experiences that require seamless connectivity. Additionally, the use of satellite communication for remote locations is becoming more prevalent, allowing advertisers to reach audiences in hard-to-access areas. As the connectivity landscape evolves, these emerging technologies will play a pivotal role in shaping the future of the digital out-of-home billboard market, offering enhanced opportunities for brands to engage with consumers effectively.

By Region

The North American digital out-of-home billboard market is poised to dominate the global landscape, accounting for over 35% of the total market share. The region's rapid adoption of advanced advertising technologies and the high concentration of major advertising companies contribute significantly to its market position. North America showcases a growing trend towards urbanization, with cities investing heavily in digital infrastructure to enhance advertising effectiveness. Moreover, the increasing expenditure on digital marketing channels by brands fuels the demand for innovative DOOH solutions. As technological advancements continue, North America is expected to maintain its leading position, with a projected CAGR of approximately 9% over the forecast period.

In Europe, the digital out-of-home billboard market is experiencing steady growth, with the region projected to hold around 30% of the global market share. Countries such as the United Kingdom, Germany, and France are leading the charge in adopting digital advertising technologies, driven by the increasing need for brands to engage with consumers in urban environments. The growing trend of smart cities and public infrastructure development in Europe enhances the visibility of digital billboards, creating new opportunities for advertisers. Furthermore, as the region focuses on sustainability, many advertisers are seeking energy-efficient solutions, further propelling the adoption of LED and LCD technologies in the DOOH space. This trend indicates a positive growth trajectory for the European market, with expectations of a CAGR of around 8% during the forecast period.

Opportunities

The digital out-of-home billboard market presents numerous opportunities for growth, driven by technological advancements and evolving consumer behaviors. One significant opportunity arises from the integration of augmented reality (AR) and virtual reality (VR) technologies into advertising campaigns. As consumers increasingly seek immersive experiences, utilizing AR and VR in DOOH advertising can create memorable interactions that engage audiences on a deeper level. Brands can leverage these technologies to tell compelling stories, enhance product demonstrations, and create interactive experiences that enhance brand loyalty. Furthermore, as businesses continue to focus on sustainability, there is an opportunity for advertisers to promote eco-friendly practices through energy-efficient digital displays. This not only aligns with consumer expectations for corporate responsibility but also opens doors for creative campaigns that emphasize sustainability.

Another promising area in the digital out-of-home billboard market is the rise of data-driven advertising strategies. As consumer behavior becomes increasingly data-centric, advertisers have the opportunity to utilize analytics to inform their campaigns and optimize their advertising efforts in real-time. By analyzing audience demographics, preferences, and behaviors, brands can tailor their messaging to resonate more effectively with target audiences. Additionally, the growing acceptance of programmatic advertising in the DOOH space allows for automated ad placements based on audience data, increasing efficiency and improving return on investment for advertisers. Leveraging these data-driven strategies will enable advertisers to enhance their effectiveness and ensure that they capture the attention of their desired audiences.

Threats

Despite the promising growth trajectory of the digital out-of-home billboard market, several threats could pose challenges to its expansion. One significant concern is the increasing competition from digital marketing channels, such as social media and online advertising. As brands allocate larger budgets toward digital platforms, traditional DOOH advertising may face pressure to demonstrate its effectiveness and ROI. Advertisers might seek alternatives that offer more precise targeting capabilities and measurable outcomes, leading to potential stagnation in the DOOH market. Additionally, the rapid evolution of technology means that digital billboard operators must continually invest in the latest advancements to remain competitive. Failing to innovate could result in obsolescence, as advertisers gravitate toward newer, more engaging formats.

Furthermore, regulatory challenges pose a potential hindrance to the growth of the digital out-of-home billboard market. Many cities and municipalities have stringent regulations regarding outdoor advertising, which can limit the placement and visibility of digital billboards. Compliance with these regulations can be time-consuming and costly for operators, potentially discouraging investment in new digital displays. Additionally, concerns over privacy and data protection in the advertising industry may lead to stricter regulations, impacting how advertisers gather and utilize consumer data. These regulatory challenges could create barriers to entry for new players in the market and may require existing companies to adapt their strategies to navigate the evolving landscape.

Competitor Outlook

• Clear Channel Outdoor Holdings, Inc.
• OUTFRONT Media Inc.
• Lamar Advertising Company
• JCDecaux SA
• Primedia Outdoor
• Ströer SE & Co. KGaA
• Vector Media
• Adomni
• BroadSign International LLC
• Captivate Network
• Digital Signage Group
• VGI Global Media Limited
• Samsung Electronics Co., Ltd.
• LG Display Co., Ltd.
• Daktronics, Inc.

The competitive landscape of the digital out-of-home billboard market is characterized by a mix of established players and emerging companies striving to innovate and capture market share. Key players like Clear Channel Outdoor Holdings, Inc. and Lamar Advertising Company lead the market, leveraging their extensive networks and technological advancements to enhance their advertising offerings. These companies have adopted a proactive approach by investing in digital technologies and expanding their inventory of digital billboards to meet the increasing demand for dynamic advertising solutions. Furthermore, they are focusing on automation and data analytics to optimize ad placements and enhance targeting, ensuring they stay ahead in the competitive arena.

Emerging companies such as Adomni and BroadSign International LLC are also making significant strides in the market by offering innovative solutions that are appealing to advertisers seeking flexibility and data-driven insights. These firms specialize in programmatic advertising, enabling clients to automate ad buys and optimize their campaigns in real-time. Additionally, brands like Samsung and LG are not only involved in manufacturing digital display technologies but are also increasingly engaging in the DOOH advertising space, providing cutting-edge solutions that further enhance the overall digital advertising landscape. This convergence of technology and advertising expertise positions these companies favorably to capitalize on the market's growth potential.

As the competition in the digital out-of-home billboard market continues to intensify, collaboration and partnerships are becoming increasingly important. Companies are seeking alliances with technology providers and data analytics firms to enhance their capabilities and offer more comprehensive advertising solutions. This trend is especially relevant as advertisers increasingly demand integrated marketing strategies that combine online and offline advertising efforts. The ability to provide a unified approach to brand messaging will become a critical differentiator in a crowded marketplace. As a result, the competitive landscape will continue to evolve, shaping the future of digital out-of-home advertising and creating new opportunities for innovation and growth.

• 1 Appendix

  • 1.1 List of Tables
  • 1.2 List of Figures

• 2 Introduction

  • 2.1 Market Definition
  • 2.2 Scope of the Report
  • 2.3 Study Assumptions
  • 2.4 Base Currency & Forecast Periods

• 3 Market Dynamics

  • 3.1 Market Growth Factors
  • 3.2 Economic & Global Events
  • 3.3 Innovation Trends
  • 3.4 Supply Chain Analysis

• 4 Consumer Behavior

  • 4.1 Market Trends
  • 4.2 Pricing Analysis
  • 4.3 Buyer Insights

• 5 Key Player Profiles

  • 5.1 Adomni
    • 5.1.1 Business Overview
    • 5.1.2 Products & Services
    • 5.1.3 Financials
    • 5.1.4 Recent Developments
    • 5.1.5 SWOT Analysis
  • 5.2 JCDecaux SA
    • 5.2.1 Business Overview
    • 5.2.2 Products & Services
    • 5.2.3 Financials
    • 5.2.4 Recent Developments
    • 5.2.5 SWOT Analysis
  • 5.3 Vector Media
    • 5.3.1 Business Overview
    • 5.3.2 Products & Services
    • 5.3.3 Financials
    • 5.3.4 Recent Developments
    • 5.3.5 SWOT Analysis
  • 5.4 Daktronics, Inc.
    • 5.4.1 Business Overview
    • 5.4.2 Products & Services
    • 5.4.3 Financials
    • 5.4.4 Recent Developments
    • 5.4.5 SWOT Analysis
  • 5.5 Primedia Outdoor
    • 5.5.1 Business Overview
    • 5.5.2 Products & Services
    • 5.5.3 Financials
    • 5.5.4 Recent Developments
    • 5.5.5 SWOT Analysis
  • 5.6 Captivate Network
    • 5.6.1 Business Overview
    • 5.6.2 Products & Services
    • 5.6.3 Financials
    • 5.6.4 Recent Developments
    • 5.6.5 SWOT Analysis
  • 5.7 OUTFRONT Media Inc.
    • 5.7.1 Business Overview
    • 5.7.2 Products & Services
    • 5.7.3 Financials
    • 5.7.4 Recent Developments
    • 5.7.5 SWOT Analysis
  • 5.8 LG Display Co., Ltd.
    • 5.8.1 Business Overview
    • 5.8.2 Products & Services
    • 5.8.3 Financials
    • 5.8.4 Recent Developments
    • 5.8.5 SWOT Analysis
  • 5.9 Digital Signage Group
    • 5.9.1 Business Overview
    • 5.9.2 Products & Services
    • 5.9.3 Financials
    • 5.9.4 Recent Developments
    • 5.9.5 SWOT Analysis
  • 5.10 VGI Global Media Limited
    • 5.10.1 Business Overview
    • 5.10.2 Products & Services
    • 5.10.3 Financials
    • 5.10.4 Recent Developments
    • 5.10.5 SWOT Analysis
  • 5.11 Lamar Advertising Company
    • 5.11.1 Business Overview
    • 5.11.2 Products & Services
    • 5.11.3 Financials
    • 5.11.4 Recent Developments
    • 5.11.5 SWOT Analysis
  • 5.12 BroadSign International LLC
    • 5.12.1 Business Overview
    • 5.12.2 Products & Services
    • 5.12.3 Financials
    • 5.12.4 Recent Developments
    • 5.12.5 SWOT Analysis
  • 5.13 Ströer SE & Co. KGaA
    • 5.13.1 Business Overview
    • 5.13.2 Products & Services
    • 5.13.3 Financials
    • 5.13.4 Recent Developments
    • 5.13.5 SWOT Analysis
  • 5.14 Samsung Electronics Co., Ltd.
    • 5.14.1 Business Overview
    • 5.14.2 Products & Services
    • 5.14.3 Financials
    • 5.14.4 Recent Developments
    • 5.14.5 SWOT Analysis
  • 5.15 Clear Channel Outdoor Holdings, Inc.
    • 5.15.1 Business Overview
    • 5.15.2 Products & Services
    • 5.15.3 Financials
    • 5.15.4 Recent Developments
    • 5.15.5 SWOT Analysis

• 6 Market Segmentation

  • 6.1 Digital Out of home Billboard Market, By Location
    • 6.1.1 Roadside
    • 6.1.2 Transport
    • 6.1.3 Retail
    • 6.1.4 Others
  • 6.2 Digital Out of home Billboard Market, By Application
    • 6.2.1 Advertising
    • 6.2.2 Information Display
    • 6.2.3 Entertainment
    • 6.2.4 Others
  • 6.3 Digital Out of home Billboard Market, By Connectivity
    • 6.3.1 Wi-Fi
    • 6.3.2 Bluetooth
    • 6.3.3 NFC
    • 6.3.4 Others

• 7 Competitive Analysis

  • 7.1 Key Player Comparison
  • 7.2 Market Share Analysis
  • 7.3 Investment Trends
  • 7.4 SWOT Analysis

• 8 Research Methodology

  • 8.1 Analysis Design
  • 8.2 Research Phases
  • 8.3 Study Timeline

• 9 Future Market Outlook

  • 9.1 Growth Forecast
  • 9.2 Market Evolution

• 10 Geographical Overview

  • 10.1 Europe - Market Analysis
    • 10.1.1 By Country
      • 10.1.1.1 UK
      • 10.1.1.2 France
      • 10.1.1.3 Germany
      • 10.1.1.4 Spain
      • 10.1.1.5 Italy
  • 10.2 Asia Pacific - Market Analysis
    • 10.2.1 By Country
      • 10.2.1.1 India
      • 10.2.1.2 China
      • 10.2.1.3 Japan
      • 10.2.1.4 South Korea
  • 10.3 Latin America - Market Analysis
    • 10.3.1 By Country
      • 10.3.1.1 Brazil
      • 10.3.1.2 Argentina
      • 10.3.1.3 Mexico
  • 10.4 North America - Market Analysis
    • 10.4.1 By Country
      • 10.4.1.1 USA
      • 10.4.1.2 Canada
  • 10.5 Middle East & Africa - Market Analysis
    • 10.5.1 By Country
      • 10.5.1.1 Middle East
      • 10.5.1.2 Africa
  • 10.6 Digital Out of home Billboard Market by Region

• 11 Global Economic Factors

  • 11.1 Inflation Impact
  • 11.2 Trade Policies

• 12 Technology & Innovation

  • 12.1 Emerging Technologies
  • 12.2 AI & Digital Trends
  • 12.3 Patent Research

• 13 Investment & Market Growth

  • 13.1 Funding Trends
  • 13.2 Future Market Projections

• 14 Market Overview & Key Insights

  • 14.1 Executive Summary
  • 14.2 Key Trends
  • 14.3 Market Challenges
  • 14.4 Regulatory Landscape

Segments Analyzed in the Report

The global Digital Out of home Billboard market is categorized based on

By Location

• Roadside
• Transport
• Retail
• Others

By Application

• Advertising
• Information Display
• Entertainment
• Others

By Connectivity

• Wi-Fi
• Bluetooth
• NFC
• Others

By Region

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East & Africa

Key Players

• Clear Channel Outdoor Holdings, Inc.
• OUTFRONT Media Inc.
• Lamar Advertising Company
• JCDecaux SA
• Primedia Outdoor
• Ströer SE & Co. KGaA
• Vector Media
• Adomni
• BroadSign International LLC
• Captivate Network
• Digital Signage Group
• VGI Global Media Limited
• Samsung Electronics Co., Ltd.
• LG Display Co., Ltd.
• Daktronics, Inc.