This is an example of how to use a LED matrix like this as a display for text and graphics with ESPHome (>= v1.15). It leverages the display API of ESPhome for addressable lights.
The main configuration file is matrixleddemo.yaml wich uses a header file my_matrixled_scrolling_display.h. The scrolling clock and text display allows to set an arbitrary text via mqtt, for instance via:
mosquitto_pub -h mqtthost... -t text/text -m "Hi there!"
Here is another nice example for using a matrix display with ESPHome by @splitbrain.
Have fun, Richard