daktronics.com
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The Invisible Giant of Live Events
How Daktronics quietly powers 80% of America's visual experiences
You've likely seen a Daktronics display today without knowing it. From your local high school football scoreboard to the massive LED walls at Times Square, this $520M company operates as the invisible backbone of the global visual experience economy.
"They don't sell displays—they sell attention. Every pixel is engineered for impact."
The Infrastructure Play
Daktronics operates in the heavy industrial space, but their true moat is vertical integration. Unlike consumer tech companies chasing shiny features, they build everything from the LED modules to the control software. This isn't sexy—it's strategic. When you're installing a $2M video board at a major league stadium, you need a single throat to choke. That's Daktronics.
The Brand Gravity Paradox
Here's the fascinating data: 61% of traffic comes direct. In the B2B industrial world, that's unheard of. It means when a venue manager needs a scoreboard, they don't Google 'digital display companies'—they type 'daktronics.com'. That's not marketing; that's category ownership. The 33% organic traffic is just gravy.
The keyword data reveals their customer journey. Top searches aren't about flashy features—they're about specific problems: 'how to add points retroactively' and 'factory resetting z-series meraki'. This is the language of operators, not buyers. Daktronics wins because they serve the people who actually use the gear daily, not just the procurement officers.
- Dominates the 'boring' industrial display market while tech chases AI hype
- Owns the entire stack from manufacturing to software—no outsourcing
- 61% direct traffic proves they've become the default verb in their category
- Solves real operational pain points, not just flashy presentations
The Unsexy Unicorn
In a world obsessed with digital disruption, Daktronics proves that building physical infrastructure that just works is the ultimate competitive advantage.
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Daktronics | Scoreboards, LED Video Displays, Message Signs, Billboards
Experience the Daktronics Difference. From your local high school scoreboard to video systems in major league stadiums, and roadside LED signs to iconic digital signage in Times Square, Piccadilly Circus and around the world, there's a good chance you see our products every day.
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Great Customer Support
Daktronics has superb customer service. Part of my job is managing a LED Daktronics reader board display. The sign can have issues at times, due to a number of factors, but contacting the support does not add to any inconvenience. Every representative I have talked to is easy to understand, very patient, and friendly. I had a great casual conversation with one rep about computer components and technology while waiting for an update. The number of steps in the automated phone tree is not too cumbersome.The only critique I have is that hold times can be a bit long but not too terrible depending on the time. I have been on hold for over five minutes before. All considered, I am happy with the support received. I have used this company as an example of good service when speaking with peers and colleagues. This is a perfect example of customer support done right.
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About daktronics.com
Experience the Daktronics Difference. From your local high school scoreboard to video systems in major league stadiums, and roadside LED signs to iconic digital signage in Times Square, Piccadilly Circus and around the world, there's a good chance you see our products every day.
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Technology Stack
daktronics.com uses 23 technologies across their website including Font Awesome, Google Fonts, Okta, Laravel, and more.
Fonts
Font Awesome, Google Fonts
Authentication
Okta
Backend Frameworks
Laravel
CMS
Squarespace, Webflow
CDN
jsDelivr
Privacy & Consent
OneTrust
Traffic & Audience
daktronics.com receives approximately 170.8K monthly visitors and ranks #174,556 globally. The website has a bounce rate of 34% with visitors viewing an average of 5.8 pages per visit. Users spend an average of 3:25 on the site.
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