Quebecor has entered into an agreement with Media Group to acquire its advertising company Neo-OOH.

The agreement, which is expected to close in the coming weeks, will expand Quebecor’s OOH business to over 17,000 advertising faces across Canada.

Neo boasts more than 3,000 advertising units in nine provinces, including networks Neo Shopping, which has a mix of digital and static displays in more than 100 stores; Neo Fitness, which is present in 110 gyms; Neo On The Go, which covers 385 locations in Quebec and Ontario; and Neo Mobile, which offers a retargeting solution that will allow Quebecor to reach specific consumers on their cell phones, tablets or computers based on their socio-demographic profile and interests.

“Our ambition is to combine Neo’s network with our current offerings to create an even more powerful advertising platform, delivering enhanced coverage for our clients across Canada,” Michel Drouin, CEO of Quebecor OOH, tells MiC. “We are confident that this acquisition will enable us to deliver more targeted and impactful campaigns, driving higher ROI for our clients and opening new revenue streams.”

Quebecor’s current offering includes 10 TV channels, such as TVA and LCN, 30 websites and apps, two newspapers, 12 print and digital magazines, a digital radio station that also broadcasts on both TV and FM, and an OOH advertising network, which spans transit stops, shopping malls, sports stadiums, gas stations, convenience stores and mobile telephony.

News of the aquisition follows Quebecor’s partnership with the public research university ÉTS to launch green roofs on bus shelters with OOH ads in Montreal. The initiative is a two-year project that will allow ÉTS researchers to determine the positive effects of green surfaces and their applicability to more shelters.