Following an agreement with Bell Media, Quebec-based G3 Media has acquired more than 665 billboards to become the third-largest player in the billboard advertising market in both Quebec and Canada.

According to G3 Media, the newly acquired billboards are located across five key markets in Quebec and Ontario: Quebec City, Sherbrooke, Trois-Rivières, Greater Montreal and Greater Toronto. The number of billboards by market includes: 275 in Greater Montreal, 200 in Greater Toronto, 140 in Quebec City, 30 in Trois-Rivières and 10 in Sherbrooke.

Founders Sébastien McQuade and Quebec investor Luc Poirier “launched G3 Media with the mission of offering real competition and shaking up the advertising market in Quebec and Ontario,” says McQuade, who is also president.

“We are proud of our distinctly Quebec identity: proximity, agility and expertise,” McQuade adds. “This transaction is just the beginning: we plan to invest in underrepresented Quebec and Ontario markets and deploy a unique regional approach.”

The most recent transaction stems from the agreement negotiated between Bell Media and the Competition Bureau following Bell Media’s acquisition of Outfront Media’s Canadian outdoor advertising activities, finalized in June 2024.

The agreement places G3 Media behind Pattison and Lamar in the billboard advertising market.

G3 Media specializes in billboard advertising sales, strategic placement and marketing, with traditional and digital large-format billboards in Ontario and Quebec.