News

NFC-enabled DOOH columns on the rise in Montreal

June 21, 2012

Astral Out-of-Home, a division of Canadian media firm Astral Media Inc., recently announced that it was deploying a network of NFC-enabled digital signage "columns" in downtown Montréal.

Each of the urban Digital Columns will be equipped with a 72-inch HD LCD screen, and willfeature RSS feeds, QR, or quick response codes, as well as the integration of NFC, or near field communication,  technology that will enable advertisers to immediately deliver content and create the opportunity for real time exchange between advertisers and consumers, Astral said. For example, a campaign can be adapted to the time of day or to coincide with a specific event.

"The rollout of this highly innovative network once again demonstrates the creative and avant-garde nature of Astral Out-of-Home's team and offer," said Luc Sabbatini, president of Astral Out-of-Home, in the announcement. "We are particularly proud that the first Digital Column network in Canada is launched in Montréal, enabling our advertisers to target a highly active and mobile population segment where they work, shop and play."

Astral OOH said the 30 columns will be gradually installed as of mid-August in the heart of downtown, making Montréal the first Canadian city to feature such a network, similar to ones in cities such as London and San Francisco.

In addition to the 72-inch screen, each column also features a geographical map of downtown on the opposite face. The columns will be installed in key locations throughout downtown's major commercial streets, as well as near busy areas, and Astral said the Digital Column network will reach nearly one million consumers per day.

Each of the columns will enable six advertisers to display their ads 24 hours a day in rotation, managed by Astral Out-of-Home's control center. The introduction of this new network also stems from the company's desire to further reduce its environmental footprint by eliminating printing and installation costs, Astral said.

Read more about DOOH advertising.