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A portfolio-wide intelligence program across Diageo's brands — turning the summer-patio-to-holiday peak into a closed, measurable arc. We connect the screen to the store visit, the brand search, and the moment the cart gets built.
Diageo's biggest consumption window runs summer patio through New Year's. Today that demand is spent brand-by-brand and measured after the fact. We make the whole arc one connected, intelligent system.
From gin on the patio in July to Baileys under the tree in December — six months of back-to-back consumption moments, each owned by a different brand in the portfolio.
VI's premium residential network reaches Diageo's drinkers exactly where they pour, host, and re-order — the living room, the lobby, the elevator on the way to the LCBO run.
Talon plans it, VI delivers it, and a single measurement spine ties exposure to visits, search, and shopping behaviour across every brand and every season.
A sequenced calendar that hands the screen to the brand the occasion is calling for — and shifts spend as consumption shifts.
Long days, gatherings, and mixed serves. Light, refreshing, ready-to-host — the warm-weather portfolio leads.
Cooler nights, Thanksgiving tables, and the shift to brown spirits. Whisky and the slow pour take the lead into the holidays.
Gifting, hosting, and the New Year's toast — the highest-value, highest-intent window of the year for the premium and indulgent portfolio.
The 2026 program runs across Diageo’s four highest-value urban markets, lit up below. Behind them sits Vertical Impression’s full national residential footprint — ready to scale the moment the program proves out.
Buildings on plan, by market
Four connected measurement systems run for the full arc, brand by brand, feeding one live attention-to-outcomes dashboard. This is the layer that turns a media buy into a season-long intelligence asset.
We match exposure to real-world visits at retail (LCBO & provincial banners) and on-premise (bars, patios, restaurants), measuring lift in visitation among audiences who saw the brand against those who didn't.
Brand-level search lift tracked across the portfolio — when Tanqueray runs on the patio or Baileys runs at the holidays, we quantify the query lift each brand drives, week over week.
Creative is sequenced to the occasion — gin at patio hour, whisky in the evening, Baileys late and into the holidays — matching daypart, season, and the moment of consumption rather than a flat schedule.
We measure when purchase decisions are built — pre-weekend, pre-holiday, and inside delivery windows — so the message lands at the decision moment, not after the cart is already closed.
Most OOH is a leap of faith: you book it, you run it, you read a wrap report weeks later when nothing can change. Our dashboard reads attention in real time. When a creative or a market underperforms, we shift weight mid-flight — always inside the approved budget and audience plan — so spend keeps flowing to the brands driving new-product search and LCBO visits that week.
Across verticals, we close the loop from a screen in a lobby to a real-world action — a store visit, a search, a booking. Here's the same measurement spine working in three categories, the way it'll work across Diageo's portfolio.
Recall doesn't start until ~2.5 seconds of attention. A screen in the mailroom, the parking garage, a washroom, or a retail aisle each gets a glance. The elevator is the one environment where the audience is captive and looking — and it's the only one that clears the threshold with room to spare.
The rest of the medium stops at a delivery report: impressions served, by market, at a cost. Useful, but it's a record of what you bought, printed after it's over. Diageo gets two more things the category can't give you — proof it drove a real-world visit, and a control you can pull while the campaign is still live.
The standard OOH post-report: how many impressions ran, where, and what they cost. It tells you what you bought — nothing about whether anyone watched or whether it moved them. And it lands after the campaign is already over.
Foot-traffic attribution ties exposure to real-world visits at LCBO, provincial banners and on-premise — visitation lift among audiences who saw the brand, and a cost per store visit you can defend to finance.
The attention heatmap shows the % of verified views still watching through each half-second of every creative, so you see exactly where attention drops and whether the CTA lands while people are still there. Combined with live optimization, it's a lever you pull mid-flight — not a post-mortem.
The numbers behind this plan aren't a survey estimate. COMMB audits the reach. VI's AVA system measures the attention — deterministically, on every screen. Together they give Canada's most rigorous picture of who sees the advertising, for how long, and what they do next.
Nearly universal attention to digital screens among the professional residential audience — with ~93% overlap between the Professionals and Decision-Makers segments. Deterministic, anonymized data from VI's AVA system, verified by COMMB's independent audit methodology.
COMMB (Canadian Out-of-Home Measurement Bureau) is Canada's not-for-profit industry body that audits, standardizes and publishes OOH audience data nationally — combining StatsCan population data, mobile movement data and traffic studies.
AVA (Anonymous Video Analytics) is VI's on-device attention measurement system. It uses computer vision to detect, verify and measure real human attention at each screen — without storing any imagery or personal data.
COMMB-compliant, VI-powered. Every impression, reach figure and attention metric in this plan is validated against COMMB's national audit standard — with VI's AVA system adding a verified attention layer no other Canadian OOH network can match.
Diageo's brands are consumed at home. VI's premium residential screens reach drinkers in the lobby and elevator of their own building — on the way out for the LCBO run, and minutes before the delivery cart is open. We're in front of them just before the decision, not after it.
A single portfolio commitment phased to follow consumption — fully scalable across markets and brands as the program proves out, with the Business Intelligence Layer and live dashboard included end-to-end.
| Phase | Window | Lead Brands | Investment |
|---|---|---|---|
| Summer Patio | July – Aug | Tanqueray · Aviation · Casamigos · Don Julio · Ketel One · Captain Morgan | $80,000 |
| Fall Festivities | Sept – Nov | Crown Royal · Bulleit · Johnnie Walker · Guinness · Baileys | $85,000 |
| Holiday Peak | Dec → Jan 1 | Baileys · Johnnie Walker · Crown Royal · Don Julio · Zacapa · Ketel One | $85,000 |
| Total portfolio program · BI Layer & live dashboard included | $250,000 | ||
Because attention is measured deterministically, second by second, we can price the program against verified views actually delivered rather than estimated impressions. An outcomes-based model that puts our incentives on the same side as Diageo's — and a genuine first for the category.
Talon planning. Vertical Impression delivery. Diageo's portfolio. One measurable arc from the first patio pour to the New Year's toast.