Toronto’s skyline is no stranger to digital innovation. Still, a recent installation at 9 Hanna Avenue raises the bar for visibility and brilliance, environmental responsibility, and urban integration.

In December 2024, Media Resources partnered with Astral to transform a prominent billboard along the Gardiner Expressway corridor. The existing display was removed on December 18, and by December 20, a brand-new, high-performance structure was in place, featuring two of Media Resources’ proprietary technologies: eQVISION and SiteLINE.

The 8.2-m (27-ft) tall x 16.7-m (55-ft) wide digital billboard marks a shift in what outdoor advertising can represent in dense cityscapes—delivering vibrant imagery while directly addressing sustainability and light pollution concerns. Thanks to advanced engineering, the display minimizes light spillovers into nearby residential units without compromising visual impact for commuters.

Tech transformation

This upgrade utilized two of Media Resources’ most advanced innovations: eQVISION is a next-generation LED system engineered to reduce environmental impact while boosting return on investment (ROI). It is perfect for urban corridors with limited power access or strict permitting. It offers more than 50 per cent reduction in power consumption, 20-40 per cent longer product lifespan, and 85 per cent less uplighting compared to most other solutions. It also offers lower infrastructure and maintenance costs.

SiteLINE, Media Resources’ patented light mitigation system, prevents light from spilling into adjacent homes while maintaining full clarity for viewers on the Gardiner. With hundreds of installations across North America and a complaint rate of zero per cent post-installation, it has become a gold standard for light-sensitive areas. “This project showcases the art of the possible when you combine our patented technologies. Manufactured at our Oakville plant and installed by our in-house team of professionals, we couldn’t be prouder of the Media Resources team. We’re also truly honoured to collaborate with the incredible team at Astral to bring this iconic display to life,” said Jeff Rushton, president and CEO of Media Resources.

Looking ahead

While 9 Hanna Avenue shines brightly today, its impact goes far beyond the screen. It is a model for how outdoor advertising can evolve with the cities it inhabits—delivering innovation without compromising community well-being.

The advancement of technology in display systems is evident with the introduction of LED-based replacements for traditional LCD systems in transit environments. These innovative displays offer numerous advantages, including increased brightness, reduced maintenance needs, and improved energy efficiency. Such developments highlight the ongoing commitment to creating more sustainable and effective solutions in visual communication, shaping a brighter future for outdoor advertising.

Tony Da Silva is a senior manager of marketing and demand generation, and Sidney Brownell is a marketing assistant for Media Resources Inc. Da Silva and Brownell drive Media Resources’ marketing and branding initiatives with a blend of experience and creativity.

With over 30 years in the signage and communications industry, Da Silva leads strategic marketing and demand generation efforts, drawing from a diverse background, including national advertising campaigns and multimillion-dollar fundraising initiatives. Brownell brings a fresh, design-forward approach to the company’s digital presence, managing social media, content creation, and storytelling. Together, they align strategy with execution, amplifying Media Resources’ visibility and showcasing its technological innovations across North America.