Quebec-based Cabano Kingsway’s fleets in Montreal and Toronto will be transformed into rolling billboards after Transforce, Cabano’s parent company, struck a deal with MediaVehicles, a company that specializes in selling advertising space on the sides and backs of truck trailers.

The deal is the first of its kind in Canada and will give advertisers a chance to take advantage of what MediaVehicles, a GE Capital subsidiary, calls a new high-impact ad medium, which has already seen considerable growth since being launched in the U.S.

A Transforce release stated that the outdoor advertising market, which is worth about $5 billion in the US, is growing at 10% a year, higher than the rate for newspaper, magazine and television advertising. It stated industry experts see the truckside marketing sector alone representing some $150 millions in three to five years.