Pattison Outdoor Advertising has completed the rollout of its SmartAd platform, which allows out-of-home (OOH) advertisers to update campaigns in real time across the company’s indoor and outdoor digital signs.

Previously available for Pattison’s nearly 2,500 indoor screens across Canada, SmartAd has now been expanded to reach 207 digital billboards and other outdoor screens. The software allows advertisers to customize dynamic content based on external factors like the weather (example pictured), update promotions based on product supply and demand, add map directions to guide viewers to nearby locations, offer time-sensitive deals and integrate social media feeds (e.g. Twitter, Instagram or Facebook).

“This technology will enhance our digital out-of-home (DOOH) portfolio,” says Joe Donaldson, Pattison’s vice-president (VP) of marketing. “With just one click, advertisers can better communicate with consumers.”