Cramer's 'Mad Money' Recap: Daktronics on Track

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To play the boom in digital billboards, buy Daktronics (DAKT Quote), Jim Cramer told viewers of his "Mad Money" TV show Monday.

Although Cramer said he has pronounced old media dead, the oldest form of media -- billboards -- is "coming back with a vengeance." He believes outdoor ads should survive, whereas other old media probably will not.

Daktronics may be up significantly, but Cramer still considers it a buy. The company, he said, is not just limited to ads on highways, but is also taking part in the sports market as it has been successful at penetrating the high school and college football scoreboard business.

But it's not the football business that's putting it over the top, Cramer said. It's the company's outdoor digital billboards. "Daktronics owns this market," he said.

Cramer believes the digital billboard should be the second-fastest-growing type of media after Web-based advertising. Daktronics has accelerated its spending in this division, and "it's important to understand that it's up because of this," he said.

The company also makes electric highway signs, a division that has grown 65% and has "staggering numbers," Cramer said. As this part of Daktronics' business is very unpublicized, he believes it should create an upside surprise for the company.

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