CANADIAN TIRE GOES DIGITAL
By Adnews Staff
Canadian Tire Corp. of Toronto is using a new advertising venue in its new location in Aurora, Ont. The retailer has placed large-screen TVs in the store to promote products and specials. The system was implemented by WOW Media of Calgary. The screens are 42 inches in size and only three inches thick. Each ad on the screen is usually five seconds in length. A maximum of 12 messages are run in sequence. Canadian Tire can vary the content of any message in any store because the screens are part of a computer network which links each screen in each store to a national central location where all messages are entered and scheduled. Canadian Tire will also use the technology in its flagship store in downtown Toronto. If the feedback is positive, the chain will roll out the TVs to other locations.