03 / Cheat Sheet
The liners.
These are the 12 lines that do the work. If you deliver these cleanly, the meeting runs itself. Every other sentence is filler around these.
Opener · First 60 seconds
"I'm going to save us fifteen minutes by telling you what this isn't. This isn't an OOH pitch. We're here about a data layer that doesn't exist in Omni yet."
Says: I respect your time, I understand your stack, I'm not the vendor you're expecting.
The 15-Year Moat · Drop in minute 1–2
"We've been measuring attention in this environment for fifteen years. Not a pilot dataset — fifteen years of real-world human attention behavior at scale, across 2,800 screens and 1,200 venues. The attention startups you're hearing about are two to five years old. Nobody else has this."
This is the single most important line in the meeting. Slow down when you say "fifteen years."
The Omni Gap · Before you show anything
"Omni has beautiful signal density across digital — social, search, CTV, retail. What it doesn't have is a verified physical-world attention signal. OOH traditionally feeds Omni as reach and frequency. We feed it as intelligence."
This names the problem before they do. Christy will nod here.
The Receipt · During the demo
"Every other OOH vendor gives you reach and frequency. We give you an attention score tied to outcomes. OOH with a receipt and a lever."
Use this when you land on the Outcomes tab. "Receipt" = proof. "Lever" = optimization.
For Christy · Structured Outputs · Data conversation
"Our attention scores, sentiment layer, and search-lift correlations are structured outputs — designed to be ingested, not read in a PDF. We come to your pipeline. Your team doesn't build to ours."
"Structured outputs" is her language. This tells her you've thought about the integration pathway, not just the pitch.
For Christy · Adelaide · Data conversation
"We're calibrated to Adelaide's AU score framework — the standard the industry is already moving toward. You're not buying a proprietary black box. You're buying a standardized, ingestible signal."
This preempts the "is this your proprietary thing we can't verify?" question.
For Pina · Talon Stays · Early in the room
"Your media buy stays with Talon. That's the right structure and we're not touching it. What we're here to discuss is separate — the intelligence that sits above the media and feeds the rest of the plan."
Say this in the first five minutes. Pina's shoulders drop. The rest of the meeting gets easier.
For Pina · Smarter, Not Bigger · If she pushes on CPMs
"We're not asking for more of your OOH line. We're asking to make your OOH line smarter — and make the data feed everything else on the plan."
If she's a CPM person, flip the frame. CPM is how much you pay. This is what the dollar does.
For Noah · You Called It · Make him the hero
"Noah — you flagged Omni in the first email. That told us you weren't looking for another screen. You were looking for a smarter signal. We built that."
Validation. Noah walks out thinking he brought the smart thing in the door. That's the job.
The Ask · Pilot · Minute ~17
"We're not asking for a budget today. We're asking for a 90-day pilot. One of your clients, our data flows into Omni, Christy's team validates the signal. If it holds, the commercial conversation writes itself."
Say this exactly. Don't negotiate against yourself by offering alternatives.
The Close · Costs You Nothing · If they hesitate
"This is a yes that costs you nothing and gives Christy something to test. If the signal doesn't validate, you've learned something in 90 days. If it does, you're ahead of every other holdco on physical-world attention data."
Frame it as asymmetric upside. No downside for them.
The Final Beat · Infrastructure · Last 60 seconds
"Once our signal is inside Omni, we're not an OOH vendor anymore. We're infrastructure. That's the conversation we want to be having with you twelve months from now."
This is the vision line. It tells Noah what he's building toward. Leave it hanging — don't add anything after.
06 / What to Show
One demo. Four clicks. Nothing else.
The temptation is to show everything. Don't. The Attention to Action tool is the only screen-share that matters in this meeting. Use it as a product demo, not a deck.
Primary · Open this live
Attention to Action
The live campaign attention dashboard. This is what Christy sees when you say "structured outputs." It's the proof that the 15-year dataset is already productized, already queryable, already ready to flow into Omni.
verticalimpression.com/proposals/attention-to-action
Password · Lift2026!
Open Demo →
The four-click path · under six minutes
1
Tab · Portfolio Performance
"This is the campaign scorecard — verified views rating, duration per view, creative breakdown. Every signal on this screen is first-party sensor data, not modeled."
2
Tab · Audience Deep Dive
"Attention variance by age, gender, ad type, property type. Christy — this is the layer that goes into Omni audiences. Every cohort has an attention score tied to it."
3
Tab · Outcomes · Foot Traffic
"Campaign C — 28.9% foot traffic lift. 266,000 unique reach. 8.3 average frequency. This is OOH with a receipt. It doesn't exist anywhere else in the space."
4
Tab · Optimization Dashboard
"2x search lift. 30.5% FTA increase. 15% QR scans. 5% sales lift. The lever — you can change creative, length, placement mid-flight and the projected outcome recalculates live."
What to have ready — but not show
● Primary
Attention to Action
The only thing you screen-share. Four clicks, six minutes. Exits on the Optimization tab.
◐ Backup
RBI Intelligence HTML
Customize the branding to "[Pilot Client] Intelligence Layer" before Friday. Pull up only if someone asks "what does the pilot brand actually get?" Reference, don't present.
✕ Do not show
Talon Intelligence Suite
It's the parallel agency structure. Showing it muddies the three-rings architecture. Verbally reference only if directly asked about Talon's role.
One physical prop
Print a single page — a clean architecture diagram showing Brand / Agency / Platform as three concentric rings, with VI's 15-year attention dataset at the center. Leave it on the table at the start. Do not walk them through it. It does the work in their peripheral vision while you talk.
07 / Objection Bank
Every answer returns to the pilot.
Tap to expand. Read these once before the meeting and you'll handle any version of them. If a question doesn't fit a bucket below, the universal move is: "That's exactly what the 90-day pilot is designed to answer."
How is this different from what Talon already gives us through VI?
Talon gives you media access to our inventory at a specialist agency rate. That's a media relationship. What we're proposing here is a data partnership — the attention intelligence generated across our entire network, delivered as structured signal into Omni. Different product, different commercial home. Neither threatens the other.
Is this modeled data or panel-extrapolated?
Neither. First-party sensor-measured attention data across 2,800 screens and 1,200 venues. Verified views, dwell time, demographic cohorts, timestamped and geo-located. Fifteen years of it. Calibrated to Adelaide's AU score framework. Every record has provenance.
How would this actually integrate with Omni?
Structured outputs via API or batch feed, daily cadence or real-time depending on your pipeline. We're already delivering similar feeds into Talon's Ada platform. The lift on your side is a data-intake conversation, not a systems build. Your team doesn't build to us — we build to your spec. The pilot is designed for Christy's team to stress-test exactly this.
What's the pricing?
Not this meeting. If the pilot validates the signal quality, we build the commercial structure together. What we want out of this meeting is alignment on a pilot brand and a 90-day runway. The commercials write themselves on the back of a validated signal — and they'd be meaningless on the back of an unvalidated one.
Why now? Why not six months from now?
Two reasons. One — the IPG merger is reshaping every data partnership in the industry. Physical-world attention is the biggest gap in the combined stack, and whoever plugs it first becomes the benchmark. Two — Adelaide's AU score is about to become standard. We're one of the first networks calibrated to it. In 18 months you'll be buying that benchmark from someone. The question is whether you co-build it or license it.
Is this a Kinesso conversation or an Omni conversation?
Omni is where the audience model lives, so that's the natural home for the signal. Kinesso has capabilities but doesn't have physical-world attention either. Christy — you'd know better than I would where it lands post-integration, but from our side the architecture is the same: structured attention data, Adelaide-calibrated, ingested into the audience layer. It plugs in wherever audiences plug in.
We already have measurement partners. What makes you different?
Time and environment. Most attention measurement partners are 2-5 years old and measure digital or mixed environments. We've been measuring attention in a captive physical environment for 15 years. That's not a feature roadmap — that's a dataset nobody else can build, in an environment nobody else has access to.
Which brands would make sense for the pilot?
I'd flip that — you know your client roster better than I do. But the pattern that works is a brand with national scale, a measurable outcome (foot traffic, search, sales), and an omnichannel plan that already runs through Omni. Quick-service, retail, and CPG all fit. Noah — you'd know who has the appetite for first-mover. That's the sponsor we want.
Can you offer us exclusivity?
The raw attention data is neutral — every measurement signal is. What we can offer Omnicom is exclusivity on specific analytical layers — the Brand Health Index, sentiment, predictive optimization. That's a commercial-phase conversation. We've already built the framework with Talon at the agency layer, so the machinery exists.
What if the pilot doesn't work?
Then you've spent 90 days and learned something important about physical-world attention signal quality — which is cheaper than running a research study to learn the same thing. And we'll have learned how your pipeline ingests attention data, which makes us a better partner to whoever we work with next. No party loses in a well-designed pilot. That's the point.