Astral Out-of-Home is adding an interactive component to 10 of its Toronto transit shelters.
The new TSA Interactive unit incorporates a 22-inch interactive screen in transit shelters featuring static advertisements. It will launch next month with 10 portable screens in high-traffic areas of the city, as selected by clients.
The screens allow the public to interact with the ads through content that can include everything from movie trailers and new car features to mortgage calculators and concert listings.
According to Astral, consumer response to TSA Interactive during a test phase was “extremely positive,” with 90% of users indicating they would like to see more of the screens in transit shelters, and 84% saying they would use it again. Nearly all said the screens help position Toronto as an “innovative and modern” city.
Jordana Fatsis, Astral Out-of-Home’s vice-president of sales, said the new units provide clients with additional “creative flexibility” that is currently “unmatched” in the marketplace.
The product launch comes as digital innovation continues to sweep through the out-of-home industry.
In a study earlier this year, the Out-of-Home Marketing Association of Canada (OMAC) said approximately 60% of shoppers in Canada’s major markets notice digital billboards, with the highest attention level among urban adults 35-49.
Astral added 40 digital TSAs to its inventory last year, and has received permission from Toronto City Council to add up to 120 new digital transit shelters in the next two years. The company currently operates approximately 4,900 advertising faces in the city.
