Skip to content

Massachusetts' first digital billboard comes from Daktronics

BROOKINGS, S.D. — Carroll Advertising of Boston, Mass., recently installed Massachusetts’ first digital billboard display. Manufactured by Daktronics Inc., the project also marks the first purchase of a digital LED billboard by the New England outdoor advertising company. Carroll Advertising is just one of a handful of outdoor advertisers awarded digital permits since the state of Massachusetts’ pilot digital billboard program began in the fall of 2008.
“Daktronics’ reputation as leaders in the digital billboard marketplace, in addition to their outstanding service, were the central reasons we went with them as our supplier,” says John T. Carroll, president of Carroll Advertising. “The potential we saw in the billboard’s location absolutely warranted the service of the most stable, and reputable digital billboard manufacturer to help us capitalize on this amazing opportunity. For us, Daktronics is that company.”
The 10-feet by 30-feet Valo OT digital billboard faces south and is positioned north of Gillette Stadium, home of the New England Patriots, on Route 1, Foxborough, Massachusetts. According to Carroll, more than 40,000 vehicles pass by the billboard each day.
“The digital billboard allows us the unique opportunity to generate extra revenues out of a single billboard face, and the fact that it can now feature multiple, rotating advertisements, takes complete advantage of its distinct location,” said Carroll.