CBS Outdoor Canada has been awarded the contract to run digital advertising at RioCan Yonge Eglinton Centre, a recently upgraded shopping mall in uptown Toronto.

The centre’s $65-million expansion includes the installation of 61 digital advertising screens both inside and outside, with the two outdoor LED screens measuring 14 ft. by 48 ft. The other screens are spread throughout the centre’s food court, shopping and subway concourse areas.

The atrium on the main concourse will also feature a panorama screen setup that can be incorporated into product displays or street team campaigns.

This is the first time CBS Outdoor will be operating digital faces in Canada. Michele Erskine, director of marketing for CBS Outdoor Canada, tells MiC the company is excited about the opportunities this will allow them to provide to advertisers.

“With the interior space, you can do dynamic content and video,” she says. “That’s where we’ll see the ability to do things we haven’t been able to do before. I’m also excited for the atrium space, because the large screens provide a wonderful area for a product display and a street team.”

By the time the renovations are completed next year, 3,700 square meters of retail space will have been added and a dozen new floors of office space will be added to the twin office towers. At its present size, the centre sees 30,000 daily shoppers. Between vehicles and pedestrians, traffic outside at the Yonge-Eglinton intersection tops 125,000 people every day.

“That neighborhood, because of the volume of traffic, is going to have broad appeal,” Erskine says, although the retail offering inside makes the possibilities just as varied. “Packaged goods and groceries because Metro is right there. Alcohol because of the LCBO. Any of the restaurants available in the food court. There’s just so much that can be done.”

Image courtesy RioCan