Astral Out-of-Home has introduced the first of a new collection of 30 digital column installations in downtown Montreal. Each column includes a 72-inch high definition LCD screen on one side and a map of the city on the other. Each column will also display six advertisements in rotation. The columns will also make use of technology such as quick response codes and near field communications. The columns will be installed on major commercial streets including Sherbrooke and Ste-Catherine, as well as near high traffic locations such as the Quartier des spectacles. The full inventory will be installed between now and mid-August. The company estimates that the columns will reach approximately one million viewers per day. "The roll-out of this highly innovative network once again demonstrates the creative and avant-garde nature of Astral Out-of-Home's team and offer," said company president Luc Sabbatini. "We are particularly proud that the first digital column network in Canada is launched in Montreal, enabling our advertisers to target a highly active and mobile population segment where they work, shop and play."