Montreal-based Astral Out-of-Home has formed an association with Gauge Mobile of Vancouver to integrate near field communication technology into its street furniture in Toronto and Montreal. The technology will allow consumers to interact with advertisements via a smartphone to receive various kinds of information by tapping the ad. The system will be integrated into bus shelters in Toronto and columns in Montreal. "Consumers are very active and increasingly demanding, and our NFC-enabled street furniture will allow them to quickly get relevant information about products that they like," said Debbie Drutz, director of media innovation at Astral Out-of-Home. "For its part, the advertising community will have at its disposal the most advanced technology to prolong its interaction with consumers."