PATTISON Outdoor Advertising is extending social media campaigns into digital out-of-home (DOOH) networks, allowing brands to repurpose top-performing content for large-format displays across transit and airport networks.

By partnering with Embold, a Canadian influencer and creator marketing platform, brands can blend influencer-generated content with multi-channel distribution. They can customize vertical, captioned formats initially designed for platforms such as Instagram Reels, YouTube Shorts, and TikTok for PATTISON’s digital vertical posters in major Canadian markets. This allows marketers to extend user-generated content (UGC) beyond social media, boosting reach by showcasing creator-led content in busy public spaces.

‘A natural evolution’

This partnership also reflects the current shifts in video consumption, including the widespread preference for silent viewing. The DOOH ads incorporate captions and visual storytelling to maintain clarity and engagement across both mobile and public screen environments. According to campaign data shared by the company, a winter 2026 activation featuring a Toronto-based creator achieved recall among more than one-third of frequent subway riders, with 72 per cent of those recalling the ad reporting some form of engagement.

PATTISON positions the offering as a way to align social-first creative with DOOH placements, allowing campaigns to move between digital feeds and physical environments while maintaining consistent messaging and format. “We believe in the intersectionality of media, and this is a natural evolution for PATTISON,” said Mary Ventresca. “Rather than being competing media channels, we are creating synergy between social media strategy and DOOH.”

Umair Tazeem, founder and CEO at Embold, said that creator content has already driven real results across social, PR, web, and print, adding, “Our partnership with PATTISON Outdoor is the next step, bringing that same authentic creative into the physical world. Brands can now take content that already resonates on social and extend it across DOOH inventory, reaching Canadians in the moments between their screens.”