Colorvision, with dimensions of 30 feet by 40 feet, combines the power of TV and the 24-hour, seven days a week benefits of traditional outdoor signs. The technology allows clear resolution even in bright sunlight. Advertising runs in continuous 15-minute loops, with advertisers sold time blocks. First advertisers include CTV, The Globe and Mail, Warner Brothers/AOL, Rogers Media, Rogers Wireless and Canadian Imperial Bank of Commerce.
Commercial content is similar to that of TV, but without the sound. "Creative is not difficult because we can digitize commercials from video or print," said Freeman White, Eller's business development manager for electronic media.
The R.E.M. concert, attended by more than 20,000 fans, was fed live into the video display by Toronto's CITY-TV which will air the concert in June. The event was organized by SFX, an entertainment company, which, like Eller, is owned by Clear Channel Communications Inc.
"We wanted to launch our newest product in a spectacular way, and with SFX involved, it gave both our companies an opportunity to show the diversity of our services in a co-operative and synergistic way," said Alan High, vice president of marketing for Eller Canada. "The overall vision for the Dundas Square area is one of community activity, and the use of the video display for the concert made this a reality."
Eller expects to expand Colorvision to other Canadian markets as opportunities arise. -- Gail Chiasson
Copyright May 2001, Crain Communications Inc.