Measurement · Attention to Search
If they don't stare,
they don't act.
Smart Start is a new product aimed at 18–25 year-olds making their first independent financial decisions — a demo that is notoriously skeptical, attention-scarce, and allergic to traditional banking creative. A campaign this precise deserves measurement that goes beyond impressions.
We're proposing an Attention-to-Search study, at no added media cost — because for a younger audience, attention is the leading indicator of intent. If the creative doesn't earn the gaze, the message never lands. Period.
Why it matters for Smart Start
Indoor elevator placements are a captive, forced-attention environment — no scroll, no skip, no second screen competing. That makes this inventory uniquely suited to attention measurement, and it makes the results defensible in a way that standard OOH reach/frequency reporting never is.
For a launch product targeting a younger demo, proving attention → search → consideration builds the causal story CIBC needs to justify the next wave of investment.
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Ask · For Consideration
Can we include a QR code in the creative?
A scannable QR closes the measurement loop: it turns passive attention into trackable action and gives us a direct server-side signal (scans, landing-page sessions, app opens) to correlate against modeled attention. It also gives the 18–25 demo the frictionless path-to-product they expect — phone already in hand, elevator ride as the moment of low-cognitive-load curiosity. This one addition makes the entire attention study actionable.
Proof — VI Attention-to-Outcome Case Studies
Case Study · Campaign A
10s video creative drove 2× search interest on elevator DOOH
Highest attention index in the set. Video format on elevator DOOH earned the longest gaze and converted directly into measurable branded search activity in campaign markets.
Case Study · Campaign B
15s static outperformed network avg and drove +36% search lift
Proved that static creative can compete with video when the format fits the moment. A +36% lift in branded search mapped directly to the attention seconds delivered — the attention-to-search causal chain CIBC needs for Smart Start.
Case Study · Campaign C (Event)
Elevator DOOH drove a +28.94% foot traffic lift to a timed event activation
+28.94%
Foot Traffic Lift
Attribution via location data across campaign properties. Shows the full funnel — attention in the elevator converted to real-world foot traffic at a timed activation, exactly the chain Smart Start needs to prove acquisition intent.
