Pattison Outdoor Adds 20 Digital Screens to Montréal's Bixi Bike-Share Network
2026-09-01 · via invidis
Pattison Outdoor has installed 20 digital advertising displays across Montréal's Bixi bike-share network, giving advertisers a year-round digital option within a bike-share media network that until now has relied almost entirely on static panels.
The new screens sit in downtown Montréal and several high-traffic neighborhoods, with placements near shopping centers, cinemas, retail stores and commuter corridors, according to the company. They join more than 1,000 static advertising panels Pattison already operates across Bixi stations citywide, meaning advertisers can now mix digital and static placements within the same network for a single campaign.
What's notable here is the hardware itself. According to Bixi Montréal, the digital columns were purpose-built for bike-share stations rather than adapted from existing street furniture or transit-shelter formats. Pierre-Luc Marier, director of integrated marketing, growth and public affairs at Bixi Montréal, said the column is "one of the first digital advertising displays specifically designed for bike-share stations." The announcement does not specify screen size, brightness, resolution or power source, which matters for anyone assessing durability in an outdoor, unsheltered, high-touch environment like a bike dock.
For operators and media buyers, the move signals where bike-share advertising is heading: away from static-only inventory and toward addressable, schedulable digital slots that can be sold and swapped like standard DOOH inventory. That opens the door to dayparting, weather-triggered creative and shorter-term bookings, all standard plays in urban DOOH but historically unavailable on bike-share static panels. The release does not say whether the new Bixi screens will be sold programmatically or through Pattison's existing direct sales channels, nor does it mention audience measurement or impression data tied to the network.
The expansion is described as a continuation of Pattison's existing partnership with Bixi Montréal, which operates the city's bike-share system. Dominic Loporcaro, vice president and general manager of Pattison's Eastern Region, called the addition "a significant evolution" of the companies' Bixi media offering, though the release gives no figures on ad revenue, ridership numbers, or how the 20 units compare in scale to Pattison's broader Montréal street-furniture footprint.
For an industry watching where DOOH growth is coming from outside traditional billboards and transit shelters, bike-share networks are a small but expanding category. Purpose-built digital hardware for docking stations, rather than repurposed shelter or kiosk screens, suggests vendors see enough long-term volume in this format to justify custom industrial design. Whether other Canadian or North American bike-share operators follow with their own digital rollouts is the next thing to watch.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
Year-round displays expand the bike-share advertising network, which also includes more than 1,000 static panels across Montréal.
Pattison Outdoor has added 20 digital advertising displays to its Bixi bike-share network in Montréal, expanding its year-round media offering across the city.
The displays are located in the downtown area and several high-traffic neighborhoods, including locations near shopping centers, cinemas, retail stores and commuter corridors.
They complement more than 1,000 static advertising panels already operated across the Bixi network, giving advertisers the ability to combine digital and static campaigns across the bike-share system.
The Bixi design team designed the new digital advertising columns specifically for use at bike-share stations and to integrate with the surrounding streetscape.
“This new advertising column is one of the first digital advertising displays specifically designed for bike-share stations,” said Pierre-Luc Marier, director of integrated marketing, growth and public affairs at Bixi Montréal.
The expansion continues a partnership between Pattison Outdoor and Bixi Montréal, which operates the city’s bike-share system.
“The addition of these 20 digital displays represents a significant evolution of our Bixi media offering,” said Dominic Loporcaro, vice president and general manager, Eastern Region, Pattison Outdoor.