The day VI stops being a media network and becomes the infrastructure the industry plans against. A manifesto, the partner who set the standard, and the brand that proved it.
This next session is about the one thing every marketer wants and almost no one can truly measure: real-world attention. The company at the center of it is Vertical Impression, and they've been on a run. They recently secured government backing to advance their technology and expand it. And they just announced a new partnership with the attention measurement company Adelaide, one that brings Vertical Impression's real-world data into the industry's measurement currency. Here to get into all of it, please welcome ...
You know the old philosopher's problem. A tree falls in a forest, no one hears it, did it make a sound? Here's the one our industry never asks. An ad runs, no one's watching, did it do anything at all? Without human attention, there is no outcome. And for years the industry guessed at it. But we never did.
We measured it. We bet on the elevator from day one, the largest transit network on earth. Today, we have nine thousand screens in three countries, and the largest attention dataset in the physical world, measured live.
As an industry, we can't claim attention in out-of-home without a way to measure it. With Adelaide, omnichannel measurement finally reaches the real world.
Now, let's dive in. Today I have two people with me. Eleanor Bothwell, from Skip, Canada's homegrown and largest food delivery network. And Jordan Weiers, of Adelaide. Their metric, the Attention Unit, helped set the industry's first standard.
And here's the work that did it. Existing OOH creative, no bespoke build, running in elevators. Roll it.
One brand. One market. On a network of nine thousand screens, across three countries.
Before we wrap up, Eleanor, there's one more thing. None of this happens without a brand willing to bet before the proof exists. Skip was that brand. You backed attention early, and you put real work behind the belief. So on behalf of Vertical Impression, it's my honor to recognize you as our 2026 Attention Champion.
Because in the battle for attention, it's not just about being seen. It's about being remembered. And when we deliver that, we all win. Let's build boldly, measure bravely, and make every second count.