Kruger × Vertical Impression — The Intelligence Layer

Kruger × Vertical Impression · 2026

THE
INTELLIGENCE
LAYER

The first real-time attention-to-outcomes platform
across your entire North American OOH portfolio. For every brand. Simultaneously.

CASHMERE

SCOTTIES

SPONGETOWELS

PUREX

BONTERRA

01 — The Problem

You Spend.
You Wait.
You Find Out Too Late.

01

The Cycle

Campaign launches. Money goes out.

You deploy OOH spend across markets for Cashmere, Scotties, Purex — simultaneously. Impression estimates start rolling in. But attention? That's unknown territory.

02

The Wait

Weeks pass. Reports get built.

Post-campaign studies. Search lift analysis. Coupon pull-through reports. Foot traffic analysis. Expensive. Slow. Backward-looking. By the time you know what worked, the budget's gone.

03

The Result

You optimize for next campaign. Not this one.

With 5 LOBs running simultaneously across Canada and the US, there's no unified view. No real-time signal. No way to shift budget toward what's actually working while the flight is live.

⚠️

Every other channel in your media mix optimizes in real-time.
OOH is the last channel that still works blind.

02 — The Gap

Everyone Measures.
No One Intervenes.

The Old Way

OOH with a report

1

Deploy budget. Campaign goes live across screens.

2

Wait 4–6 weeks. Estimated impressions, no attention data.

3

Receive post-analysis. Foot traffic lift, coupon pull, search correlation — all historical.

4

Apply learnings to next campaign. This spend is gone.

VS

The VI Way

OOH with a receipt — and a lever

1

Deploy budget. Real-time attention measurement activates immediately.

2

Dashboard goes live. Attention by brand, market, property type — now.

3

Optimize in-flight. Shift weight toward the screens and markets that are working.

4

Prove outcomes while spending. Not after. During.

This isn't measurement. This is the operating system for OOH.

03 — The Technology

Attention Is Now
Verified. In Real Time.

VI's patented Anonymous Video Analytics (AVA) technology is the only AI-verified attention system in North American DOOH. Privacy-by-Design certified. No personal data collected.

2.4×

Above the attention threshold needed for long-term memory encoding

7+

Days the ad remains in memory post-exposure

5×

More attention than standard digital display formats

118s

Average uninterrupted exposure time per elevator ride

👁

Eyes-On Verification

AI detects when a viewer is actively looking at the screen. Not estimated. Not modeled. Verified.

📊

Creative Performance by LOB

Know exactly which creative — across which Kruger brand — is earning attention vs. losing it.

🏙

Market & Property Intelligence

Attention scores by city, property type, and building. Route budget to what's actually working.

🔒

Privacy by Design Certified

First Canadian DOOH to achieve Privacy by Design certification. Zero PII collected. Zero compliance risk.

The Full Intelligence Layer · Always-On

The First Time
In OOH History.

Annual Investment · All 5 LOBs · Always-On · North America

📈 Search Lift Intelligence

VI's Google Trends correlation layer tracks branded search interest daily for each Kruger LOB — correlated against screen exposure by market in real time. Know if Cashmere is moving search in Toronto before the flight ends. Act while it's happening.

Real-Time · By Brand · By Market

🎟 Coupon Redemption Tie-Back

VI ingests Kruger's coupon redemption data to build a direct, causal line between elevator screen exposure and coupon pull-through at Walmart, Loblaws, and Costco. Not modeled. Actual. The dashboard shows which screens drove redemption — and which didn't.

Actual Data · Not Modeled

🏪 Foot Traffic Attribution

Device-level exposed vs. unexposed cohort tracking, reported weekly while the campaign is live. We've delivered $0.51 cost per store visit — fully mapped to Kruger's key retail partners. Not post-campaign. During.

$0.51 CPV · Weekly · In-Flight

💰 Sales Data Integration

VI ingests Kruger's POS or panel data to generate in-flight optimization recommendations directly correlated to what's actually moving product off shelf — by LOB, by market, by screen. The dashboard's Optimize tab becomes a live revenue lever.

POS Integration · In-Flight Optimization

📊 Smart LOB Allocation — Live Budget Intelligence Across All 5 Brands

With Cashmere, Scotties, SpongeTowels, Purex, and Bonterra running simultaneously, the dashboard shows you where attention is high and spend is underweighted — and where you're over-investing in underperforming placements. Shift budget in-flight across LOBs based on real attention and outcome data, not gut. No other DOOH platform offers this. This is the sharpest competitive advantage in the entire build.

Competitive Advantage · First to Market

🏆

Why This Has Never Been Done

No CPG brand has ever had real-time attention, coupon redemption, foot traffic, and sales data unified in a single OOH intelligence layer. Kruger would be the first — and the data that comes with it is yours permanently.

The Decision · 2026

KRUGER IS FIRST. THERE IS NO SECOND.

Full Intelligence Layer · Always-On · All 5 LOBs

Let's Talk

Real-time attention. Search lift. Coupon redemption tie-back. Foot traffic attribution at $0.51 per store visit. Sales data integration. Smart LOB allocation. In-flight optimization across all five Kruger brands simultaneously. The first system of its kind in North American OOH.

The window to lead this category is open — but not indefinitely.
The brand that moves first owns the benchmark. Literally.

nleonardis@verticalimpression.com · verticalimpression.com

Q2 2026 Budget Allocator

WHERE YOUR $250K LANDS

5-brand Q2 reallocation — Bonterra added as a net-new investment, funded by modest trims across four existing brands. Total spend holds at $250,000 CAD.

4-Brand Plan → Q2 5-Brand Reallocation

LEAD brand. Apr 13–Jun 30. Big Assist voting + Mother's Day + spring gifting — 4 overlapping campaign moments. VI's urban-condo residential skew is the highest-index audience for premium tissue. –$15K vs. 4-brand plan funds Bonterra's launch without touching reach.

Apr 1–Jun 30. Spring clean season + Canadian manufacturing story. Full-quarter presence maximizes household relevance. Coupon redemption tie-back at Walmart and Loblaws adds measurable pull-through. –$10K vs. 4-brand plan.

Apr 1–Jun 15 bridge flight. Q4 cold & flu season (Nov–Jan) is Scotties' primary peak — a separate $75–100K proposal is flagged for Q4. Q2 holds brand presence and builds FTA benchmarks ahead of that peak. –$5K vs. 4-brand plan.

Apr 1–Jun 30. Net-new to plan. Earth Day Apr 22 is the anchor moment — VI's urban eco-conscious residential audience over-indexes on Bonterra's sustainable paper story. FTA + search lift data will build the proof case to scale investment in Q4 and beyond.

Apr 1–Jun 30. Western Canada only — Edmonton, Calgary, Vancouver, Saskatoon. VI's rental-heavy inventory in these markets matches Purex's value-positioned buyer. Geofenced spend eliminates national waste. –$5K vs. 4-brand plan.

Live Budget Split · Q2 2026

Total Investment

$

Brand Weights — drag to adjust

Cashmere

36%

$90,000

SpongeTowels

22%

$55,000

Scotties

18%

$45,000

Bonterra

14%

$35,000

Purex

10%

$25,000

Total Allocated $250,000

Weights auto-normalize to 100% · Drag sliders to model any scenario

Q2 Brand Flight Timeline · Apr – Jun

AprilMayJune

Cashmere

$90K

SpongeTowels

$55K

Scotties

$45K

→ Q4

Bonterra

$35K

Purex W. Canada

$25K

Apr 1All 5 brands live — spring launch

Apr 13Big Assist opens · Cashmere full activation

Apr 22Bonterra Earth Day anchor week

Q4 FlagScotties cold & flu · $75–100K proposal