Photo courtesy Astral
Astral Out-of-Home is adding 14 new MegaColumn backlit-poster structures to its street-level out-of-home (OOH) advertising inventory across Montreal’s commercial downtown district.
The 5.5-m (18-ft) tall structures, which have been part of the city’s urban landscape since 2005, offer two 3.4 x 1.1-m (11.2 x 3.7-ft) printed graphic faces, which are backlit 24 hours a day, to ensure optimal visibility for pedestrian and vehicular traffic on the go.
There are currently 27 MegaColumns within the boundaries of Berri, Guy, Sherbrooke and René-Lévesque Streets. The 14 new units are scheduled for installation in May.
Astral is also adding near-field communications (NFC) capabilities across the MegaColumn network, allowing consumers to use their smart phones or tablet computers to interact with the OOH ads (see Sign Media Canada, April 2012, page 8). This new technology is being implemented by Vancouver-based Gauge Media.
