KB Media is rolling out a new digital mirror product in its Ontario and BC-based venue network.

The new digital units can host five or six rotating ads at a time in a backlit LED display. The ads occupy half of the size of the mirror, allowing people to view both themselves and the ad when they peer into it. The units are offered in both 16×9 format for television creative, and landscape format, which can accommodate billboard creative.

The Spoke Club in Toronto will be the first venue to feature the mirrors, which will be installed prior to the Toronto International Film Festival launch and used for the club’s own advertising. The rest of the mirrors will be installed in venues across BC and Ontario and integrated into the KB Media ad network by Oct. 1. Porsche is on board as one of the first advertisers to use the new mirrors.

KB Media launched this winter as the exclusive distributor of Mirrus products and its network now includes, with the new screens, approximately 1,000 mirrors in Ontario and BC bars, restaurants, retail locations, campuses, sports venues and sport clubs. The ad units feature advertising until the user walks in front of it, and then the image dissolves to look like a mirror.

The reach of the network is approximately 9.5 million weekly impressions, David Brisson, president, KB Media, tells MiC, and the primary target demo is 18- to 35-year-olds, although it varies venue to venue, he adds.