Lamar Brings New Life to an 18-Year Sioux Falls Landmark
With Daktronics Digital Technology
Lamar Advertising Brings New Life to an 18-Year
Sioux Falls Landmark with Daktronics Digital Technology
Upgraded billboard keeps a long-standing advertising location running with greater efficiency and today’s digital capabilities
BROOKINGS, S.D. – Sept. 24, 2026 – Lamar Advertising, in collaboration with Daktronics (NASDAQ: DAKT), a recognized industry leader in digital display and control system technology, upgraded the billboard in Sioux Falls, South Dakota, which has served the market since 2008, to current technology designed to improve operating efficiency while keeping an established advertising location in service.
The project continues a long-standing relationship between two companies involved in the growth of digital out-of-home advertising since the category’s early development. It also illustrates how an established digital location continues generating value as the technology supporting it reaches the point when efficiency, serviceability, image quality and lifecycle planning factor into the reinvestment decision.
For a 14-by-48-foot display, Daktronics’ power consumption data shows an estimated 80% reduction in average annual energy use from the original product to today’s technology.
“We monitor the age and performance of our locations, and use those metrics to determine when it makes sense to replace a display,” said Lamar Advertising Digital Engineering Manager Brad Miller. “This display had operated well past its expected life, and while it may have continued running, key components had reached end of life and spare parts were no longer available. The extended life of the product made it an easy choice to select a new Daktronics display for the replacement.”
The latest platform supports long-term asset value through improved efficiency, lifetime image quality, standardized modules, service access, brightness performance expectations and parts support.
“Working closely with Lamar over the years has helped us better understand what media owners need from their digital networks,” said Lori Sieler, OOH product manager at Daktronics. “Their feedback, along with input from customers across the industry, continues to shape how we advance our technology and services to support reliable performance, efficient operations and stronger returns from digital OOH.”
The companies’ digital OOH relationship dates to 2001, when Lamar Advertising installed the first full LED digital billboard from Daktronics in Baton Rouge, Louisiana. Since then, Daktronics has continued developing technology and services to support reliable performance, efficient operation and long-term asset support for media owners.
“Reliability is more than how long a display operates,” added Sieler. “It is about helping customers protect the revenue those displays generate, minimize disruptions and make informed decisions about when to reinvest. Lamar’s continued investment in Daktronics technology is a strong example of that long-term approach.”
The upgraded display will continue serving Lamar advertisers and audiences in Sioux Falls with technology designed for long-term OOH performance.
About Lamar Advertising
Founded in 1902, Lamar Advertising Company is one of the largest outdoor advertising companies in North America, with over 360,000 displays across the United States and Canada. Lamar offers advertisers a variety of billboards, interstate logos, transit and airport advertising formats, helping both local businesses and national brands reach broad audiences every day. In addition to its traditional out-of-home inventory, Lamar offers its customers the largest network of digital billboards in the United States with over 5,700 displays.
About Daktronics
Daktronics helps its customers to impact their audiences throughout the world with large-format LED video displays, message displays, scoreboards, digital billboards, audio systems and control systems in sport, business and transportation applications. Founded in 1968 as a USA-based manufacturing company, Daktronics has grown into the world leader in audiovisual systems and implementation with offices around the globe. Discover more at www.daktronics.com.
Daktronics is an advertiser with OOH Today
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