Toronto’s Gardiner gets major pixel play

Pattison Outdoor's latest digital displays boast the industry's highest pixel count, with customization options spanning dayparting, conditional imaging and dynamic data displays.  

Millions of commuters zipping in out and of downtown Toronto via the Gardiner Expressway have yet another reason to keep their eyes off the road. Out-of-home advertising co Pattison Outdoor has installed digital boards with the industry’s highest pixel count – 14×48′ displays it calls ‘digital spectaculars’ - at the west end of the Gardiner, just east of the Highway 427 off-ramp.

The boards are touted as having the best color reproduction in North America, using LED lighting (by altering the intensity of the three RGB colours of the diodes in the pixels, trillions of colours are produced) and image resolution above the industry standard (at 16 mm high-def displays, rather than 20 mm).

Advertisers are also offered immediate turnaround in getting new creative up, with the flexibility to put out dynamic ads that can be customized by daypart or days of the week, countdown (to a specific event), conditional imaging (according to weather conditions) and dynamic data (like RSS ‘live’ updates to news headlines, lottery results, sports scores). Production costs are relatively lower as all creative design changes can be produced from a jpeg.

Current advertisers using the new displays include Audi R8, Indeka for Guess Shoes, Grant Thornton, Cialis, the Ontario Science Centre for Body Worlds and Pizzaville.