Place-based OOH company Adapt Media has signed sales partnerships with Gateway Newstands, offering 37 digital screens located throughout TTC subway stations and the PATH underground retail network. An average of 645,000 people pass through TTC subway stations on a daily basis.

Jamie Thompson, Adapt’s CEO, says the locations of the screens – in high-traffic areas at Toronto’s key transit points – provide an opportunity to reach commuters at key attention-grabbing moments, especially as people prepare to return to offices and resume daily commuting.

The company also added an additional 80 digital screens across 32 locations of specialty grocer Rabba Fine Foods in the GTA. The partnership also includes design company Avida, which designed the digital screens.

The addition of Rabba is meant to add a “premium, hyper-localized layer” to Adapt’s offering. Thompson says the screens also address two big advertiser demands coming out of the pandemic: speaking to consumers at the local, community level, as well as being able to reach them with a personalized message at the point of purchase.

Adapt Media’s total digital offering now numbers over 3,000 in North America.

Outside of adding new screens, Adapt also added to its sales team. In June, it hired Claudine Fung as a senior account executive, who brings sales experience from Astral and The Weather Network.