Confidential Proposal · Prepared by Nicolette Leonardis · Vertical Impression · May 2026
An Apple brand moment, built for Montreal.
November video buy across Montreal's most attention-rich residential and office environments —
with four scalable investment levels, full motion native video, and real-time, first-party human attention measurement that no other OOH vendor in the world can offer.
85
Buildings · Greater Montreal
185
Full-motion screens
6.09M
4-week impressions (1 SOV)
193K
Unique 4-week reach
Why VI for this Brand Moment
Four reasons Apple's story lands here.
Premium environments. Captive attention. Full motion video. Measured outcomes.
▶
Full Motion Native
15-second portrait video, sound-off, designed for the elevator and lobby. Cinematic quality, no compromise on craft — built for the way Apple makes work.
●
The Last Captive Audience
Residents and office workers — no scroll, no skip, no second screen. 30–90 seconds of forced dwell time in a high-trust environment they call home or work.
◆
First-Party Attention
VI's proprietary on-screen sensor system measures real human attention — eyes-on-glass, in real time, across our measurement-enabled network. The only OOH vendor in the world offering this depth of first-party attention data. Deterministic, not modeled. Zero PII.
⇡
Scales from $25K to $150K
Same network, same measurement, same creative. Four investment levels — pick the one that fits the brief, scale up if the moment grows.
Why OOH First
OOH is the channel that makes every other channel work harder.
For Apple, OOH isn't a tactical add. It's the cognitive foundation that primes every downstream touchpoint —
social, CTV, search, retail — to perform measurably better.
3.5×
Active attention vs. in-feed digital · OAAA / Nielsen
2.6×
Active attention vs. traditional TV
9 in 10
Canadians reached by OOH every week · COMMB
The Primer Effect
Audiences exposed to OOH first show measurably higher engagement when they encounter the same brand across digital, social, broadcast, and search. This isn't reach overlap — it's cognitive priming.
OOH builds the mental availability that makes every downstream touchpoint more effective.
+46%
CTR lift on social/programmatic when OOH primes first · Nielsen OOH + Digital Attribution
2×
Brand search lift within 48 hrs of OOH flight launch · VI campaign data · Google Trends
+3×
Message recall on CTV when OOH primes first
+38%
ROAS lift vs. standard programmatic when OOH exposure layered into the DSP
For every omnichannel plan, OOH should be placed first — not because it's broad, but because it builds the cognitive foundation that makes every downstream channel measurably more effective.
— COMMB × Vertical Impression methodology primer
The Montreal Network
85 buildings. 185 screens. One brand moment.
Premium condo, rental, and office environments across the Greater Montreal Area —
from downtown core to Laval, Longueuil, the West Island, and South Shore.
Residential (condo / rental / senior living)
Office / Commercial
Marker size ∝ 4-week impression volume
What we've measured for other brands
Proof, not promise.
These are real outcomes from real campaigns on the VI network — measured first-party by VI, validated by COMMB, and tied to business signals brands can actually use.
CASE 01 · MAZDA
Foot Traffic Attribution
+28.94%
foot traffic lift to dealer locations
2.22M device detections · 266K unique reach · 8.34× avg frequency · ~16K measured visits at 6% conversion
Measured via location data attribution across campaign properties · VI campaign archive
CASE 02 · RANGE ROVER SPORT (JLR)
Video Outperforms Static
+9.2%
more attention captured vs. static creative
Video creative averaged 5.20s attention vs. 4.76s for static within the same JLR campaign portfolio — full-motion holds the room longer.
First-party attention measurement · same flight, same audience, A/B
CASE 03 · IN-FLIGHT OPTIMIZATION
Attention → Search, in Days
4.3s → 7.31s
attention lift after day-of optimization
Brand search hit 100 (peak) that same week, up from a baseline of 65. Both attention and search held through end of flight. Best-performing cohort: Women 55+ at 8.97s (+69.2% vs campaign avg).
The pattern across every measured VI campaign: attention is the leading indicator. When attention rises, brand search rises within 48 hours. When attention exceeds 5 seconds, foot traffic, recall, and downstream CTR all move with it. This is the signal Apple's brand team can use to know — in flight, not after — whether the November moment is working.
Attention Measurement
First-party human attention, measured in real time.
Our proprietary on-screen sensor system is the only OOH measurement layer in the world that captures real, eyes-on-glass human attention in the real world, in real time, across our measurement-enabled network.
Deterministic. Not modeled. Not surveyed. Not estimated.
5.28s
network avg active attention per view
66.5%
active attention rate · eyes forward, engaged
0 PII
patented · government-backed · privacy by design
How it works
Every screen runs a real-time computer vision pipeline. An attention event is only counted when five conditions are met simultaneously:
Face Detection — a real human face is present in frame
Face Angle — facing the screen, side profiles excluded
Eye Alignment — eyes locked on the screen; looking away terminates the event
Duration — measured to the millisecond, thresholded
Image Quality — blurred or obstructed views rejected
The result: only genuine, quality attention is counted — not accidental glances, not bodies in the room with backs turned, not estimated proxies. No images are stored. No personal data is ever transmitted. Everything is processed on the device.
What Apple gets
TIER 3 + TIER 4 ONLY
Premium attention measurement is included exclusively at the Amplify and National tiers. This is the deliverable that makes the brand moment measurable in Apple's currency.
Per-frame attention — second-by-second engagement through every moment of the spot, so you can see which 3 seconds of a 15-second film actually held the room
Demographic + age cohort breakdown — by gender and age band (18–24 · 25–34 · 35–44 · 45–54 · 55+), per building, per market, per creative variant
Per-screen, per-building reporting — know which Montreal towers delivered which audiences with which dwell
Real-time dashboards — refresh every 15 minutes; in-flight optimization possible
Post-campaign attribution — verified delivery + attention by cohort, unlocked at Tier 3 + Tier 4
Tier 1 + Tier 2 include verified impression delivery, building-level reach + frequency, and a flight-close audit report — without the premium per-frame attention layer.
Patented. Government-backed. Privacy by design. The numbers are buyer-side defensible — same currency Apple is using to measure everything else.
Scalable Investment Tiers
Four ways to make November land.
All tiers run for 28 days (4-week cycle) in November.
All priced at a brand-tier preferred rate of $6.80 CPM — a 35% reduction from the $10.50 rate card.
All measured first-party by VI. Production support included.
Tier 1 · Spark
Curated Montreal Core
$39,883 rate card
$25,829
Save $14,054 · 35% preferred rate
4 weeks · 1 spot share of voice · $6.80 CPM
20Buildings
70Screens
3.80MImpressions
37.5KReach
Top 20 premium buildings by audience weight
Downtown core, Plateau, Old Montreal, West End
Mix of condo, rental, and one flagship office
Lands the campaign cleanly on a tight budget
Tier 2 · Surround
Greater Montreal
$63,931 rate card
$41,403
Save $22,528 · 35% preferred rate
4 weeks · 1 spot share of voice · $6.80 CPM
85Buildings
185Screens
6.09MImpressions
193KReach
Full Greater Montreal residential + office network
Downtown, Laval, Longueuil, West Island, South Shore
Best balance of reach, frequency, and efficiency
True "city-wide brand moment" feel for the budget
Tier 3 · Amplify
Greater Montreal · 2× Share of Voice
$127,862 rate card
$82,806
Save $45,056 · 35% preferred rate
4 weeks · 2 spots per loop · $6.80 CPM
85Buildings
185Screens
12.18MImpressions
193KReach · 2× freq
★ Premium attention measurement included — per-frame, by cohort
Same Montreal footprint as Tier 2, doubled in the loop
Apple appears twice as often per elevator cycle
Drives frequency for brand memory + recall
Ideal if launch storytelling needs to land repeatedly
Tier 4 · National
Montreal + Top 3 Markets
$224,656 rate card
$145,492
Save $79,165 · 35% preferred rate
4 weeks · 1 spot share of voice · $6.80 CPM
109Buildings
450Screens
21.4MImpressions
284KReach
★ Premium attention measurement included — per-frame, by cohort, real-time
Full Greater Montreal + top 8 anchor buildings each in Toronto, Vancouver, and Calgary
Canada's four largest CMAs in one brand moment
Premium-only halo — curated, not blanketed
For brand moments meant to feel national, not regional
Side-by-side comparison
Tier
Buildings
Screens
4-Wk Impressions
4-Wk Reach
Rate Card ($10.50 CPM)
Apple Price ($6.80 CPM)
You Save
Spark · Curated Montreal
20
70
3,798,410
37,525
$39,883
$25,829
$14,054
Surround · Greater Montreal
85
185
6,088,644
193,403
$63,931
$41,403
$22,528
Amplify · Montreal at 2× SOV
85
185
12,177,288
193,403
$127,862
$82,806
$45,056
National · Montreal + Top 3 Markets
109
450
21,395,815
284,490
$224,656
$145,492
$79,165
Pricing reflects 1 spot share-of-voice in a ~16-spot loop. Doubling SOV doubles impression volume and investment proportionally — e.g. Tier 2 at 2× SOV = $82,806. Sub-tier configurations available on request.
Production & Specs
Built for the format.
Format
15-second landscape video, full motion, sound-off. 1920 × 1080 px · 16:9 · MP4 (H.264) · <50 MB. English + French versioning recommended for Montreal market.
Versioning
Unlimited creative variants can run on the network at no additional cost. We recommend more than one — Our attention data lets you A/B test which creative actually holds the room and shift weight to the winner mid-flight.
Prepared by Nicolette Leonardis · Vertical Impression
