Branded Cities relaunches the Atrium Media Tower, now the largest digital screen in Canada.

The media tower that started it all at Yonge and Dundas in Toronto, relaunches as the new king of digital spectaculars with a massive inaugural campaign from Prime Video.

Toronto, Canada – June 12, 2023, – Branded Cities, North America’s leading iconic Out-of-Home (OOH) company expanded its presence at Canada’s most iconic advertising venue: Yonge and Dundas. The latest addition to the company’s portfolio of high-impact spectaculars is the redevelopment of the Atrium-on-Bay Media Tower, which the company originally built and has been operating for over two decades. The redevelopment has transformed the south side of the tower with the installation of the country’s largest digital, full-motion advertising space. The new spectacular, rebranded as The Atrium, measures 130 feet high and 79 feet wide, with an overall size of 10,270 square feet.

“Over 20 years ago, we set forth to build this venue as the iconic advertising juggernaut that it is now, but our vision for Yonge and Dundas Square has never wavered and we continue to evolve,” said Steve Ellman, Chairman and CEO at Branded Cities. “The redevelopment of The Atrium Media Tower into the biggest digital screen in the country shows our dedication to providing the best and most impactful canvas for brands to paint their message on.”

Branded Cities is well known to the advertising industry throughout North America for offering unmatched dominations and providing maximum impact for brands, operating ninety percent of the digital and classic media space at Yonge and Dundas. With the addition of The Atrium, Branded Cities is the only company that can offer over 50,000 square feet of domination space at the busiest intersection in the country. Yonge and Dundas is best known as “Canada’s Times Square,” with an abundance of entertainment, shopping, and dining establishments surrounding a busy open space that is brought to life by advertising spectaculars.

The Atrium joins an impressive lineup of giant-format digital spectaculars operated by Branded Cities, which includes The Cadillac Fairview TEC Tower (launched in 2017), The Tenor South Digital (launched in 2020), and The Rogers Tower (launched in 2022). The inventory at this iconic venue is strategically offered as part of a larger domination to fully maximize the impressions and impact brands can make with audiences. The ability to perfectly sync and connect the massive screens has enabled brands to implement cutting-edge technology like Sequential Domination, DreamRoom 3D, and Live Streaming, to name a few.

Branded Cities has been the choice for brands for innovative executions. With the new spectacular being the largest and tallest screen at Yonge and Dundas, the company chose to make a big splash by featuring advertising creative that perfectly complements the medium. Starting with a 24-hour take takeover by Prime Video, The Atrium will amplify the Pride Month #NotJustForShow campaign with queer-identifying influencers sharing their viewpoints on representation in TV and film for the over 158,000+ daily residents and tourists that frequent Yonge and Dundas.

The brand-new, full-motion, digital screen is poised to be an exciting canvas for brands and agencies to play with cutting-edge technology in Digital Out-of-Home. Branded Cities is offering its full line-up of ACTIVATE capabilities for the new board, and the industry is gearing up to display awe-inspiring campaigns in this iconic location. As with Times Square in New York and Piccadilly Circus in London, the launch of The Atrium marks a significant milestone for the Canadian OOH industry. Branded Cities is proud to be at the forefront of innovation and continues to provide advertisers with the most sought-after and impactful advertising solutions.

About Branded Cities
Branded Cities, a subsidiary of EL Media, is a leading Out–of–Home media company with an integrated network of premier digital and static signage across North America. The digital and static media assets span some of the largest markets in the United States and Canada (Toronto, Vancouver, Montreal, Edmonton, Ottawa, New York, Los Angeles, Chicago, Philadelphia, San Francisco, Miami, Las Vegas, Phoenix, and Denver) and are situated in the country’s most valuable Out–of–Home environments such as Union Station, Yonge–Dundas Square, Canada’s leading shopping centers, Times Square, the Las Vegas Strip, and West Hollywood. Branded Cities empowers brands to deliver impactful and engaging messages to North America’s most desirable, hard–to–reach audiences. EL Media is an affiliate of The Ellman Companies (“Ellman”). Ellman is a privately owned media, real estate, and investments group founded in 1972 with diverse interests in the U.S., Canada, and the Caribbean.

For more information visit: or

Follow Branded Cities on Twitter, and on Instagram. (@brandedcities)

Canadian Press Contact:
Ali Satchu
VP, Marketing
(416) 408–0800