A company called OUTFRONT Media is acquiring infrastructure to serve clients across Canada.

OUTFRONT Media recently announced its purchase of digital billboards in Canadian cities, including Montreal and Toronto, from a subsidiary of All Vision LLC, operating as Dynamic Outdoor.

OUTFRONT Media paid $94.4 million in a combination of cash and equity; what it got in return is the ability to serve a broader array of customers in more versatile ways.

OUTFRONT Media CEO Michele Erskine spoke to Toronto Business Daily, describing what the company can do for business-to-business clients.

“We’ll be able to do more comprehensive programs for people,” Erskine said, noting that the acquired signs are already in place and ready to contribute to the company’s advertising infrastructure.

Erskine said the new purchase will help OUTFRONT to serve “accommodate both the biggest and the smallest” customer campaigns.

“We can serve clients’ needs better,” Erskine said. “The flexibility … is fantastic.”

Erskine said advertising clients can buy time on a particular day or go more precise with “triggered content” that happens based on unique indicators. For example, a client could choose to only run an ad when it rains or during certain hours. It’s not hard to see how this kind of targeted ad can help a restaurant or another business zero in on publicity for a special event or giveaway or coupon, she said.

“We can do all sorts of things,” Erskine said, describing digital ad cycles that often run on a one-minute loop with six 10-second ads sharing space.

Resources on the OUTFRONT Media website describe more, inviting a client to “diversify your campaign” with media services. Visitors can see pictures of past ad campaigns and brainstorm about how a billboard or digital sign buy might help an enterprise chase profits. In the age of digital, getting digital sign space in a community can be a vital part of an overall marketing effort.