Bell Media is laying claim to having the longest single horizontal full motion digital OOH screen in Canada with its latest launch.

The media co’s Astral Out-of-Home division officially launched the new digital board, which is above the old Hard Rock Café at Toronto’s Yonge-Dundas Square, earlier this week. The formerly static board is 188 feet long and 26 feet high, with a single video wall across the entire face of the west and north sides and a static digital ad facing the south.

Both options can play either a 15-second video or a static spot and run on three-minute loops.

Debbie Drutz, VP of sales for Astral Out-of-Home, told MiC the new Roofscape digital board complements the Wallscape domination it also owns on the north side of Yonge-Dundas Square.

The new board launched on June 5 with Warner Bros. and Vitamin Water as the first partners.