Astral digitizes Montreal underground

Bell Media's OOH division has paired with Transgesco to upgrade three high traffic Société de transport de Montréal stations.

Montreal’s metro stations are getting an OOH upgrade as Bell Media’s OOH division, Astral, links up with Société de transport de Montréal (STM) subsidiary, Transgesco, to digitize advertising in the city’s underground.

The upgrade will see 14 current projectors be replaced with nine new, LED screens, providing new ad opportunities at three of STM’s busiest metro stations in April 2019: Berri-UQAM, McGill and Lionel-Groulx.

According to Astral, the new faces will be joined by textile banners at the three metro stations, as well as “seamlessly integrated with the stations’ architecture” which aim to help increase advertiser awareness and visibility.

The division has been busy over the past year, partnering with U.S.-based programmatic tech company Vistar Media last month in a move that gave advertisers the ability to access 240 national digital billboards and street-level properties via open exchange.