Protected Presentation
Performance Out-of-Home · SS26

Make the cold
convert.

Out-of-home doesn't have to be an awareness line item. We turn high-attention elevator screens into a fully-attributed performance channel — so a jacket sells the moment the temperature drops.

Prepared by Cosmo5 + Vertical Impression for Moose Knuckles
Scroll
01 The shift

OOH has been judged on the wrong metric.

For decades, out-of-home was bought on impressions and defended with proxies. We rebuilt it around outcomes — attention you can measure at the creative level, and sales you can trace back to the exact building the ad ran in.

Old model
Reach. Estimated.
Our model
Attributed sales, by building.
Old model
Awareness, hopefully.
Our model
Attention, certified.
02 The format

High-attention screens, fired by the weather.

Elevator screens hold a captive, premium audience at eye level — among the highest dwell and attention rates in the medium. We layer live frequency and weather triggers on top, so Moose Knuckles creative surfaces the instant the cold hits.

❄
Weather-triggered

Creative flips to outerwear messaging when temperature, wind chill, or first-snow thresholds are crossed in that market.

↻
Frequency-managed

Sequenced exposure across a rider's day — building familiarity without burning the audience out.

◎
Eye-level & captive

A premium, uninterrupted moment in the elevator — attention you simply can't buy on a scrolling feed.

The creative deserves the moment

Above the city. At eye level in every building.

SS26 was made to stop people. We put it where attention is highest — captive, premium, vertical — then prove what it did downstream.

03 What you get

Four things this channel does that yours doesn't.

i.

Weather & frequency triggers

Jackets show up the moment it gets cold, at a managed frequency — relevance engineered into the buy itself.

ii.

Creative-level attention

The most granular attention measurement in the market — first-party and privacy-certified — to steer your whole media plan, not just this line.

iii.

Closed-loop sales attribution

Order and delivery addresses matched against the exact buildings your ads ran in. Real sales, fully attributed — not a proxy.

iv.

Predictive targeting

Budget-permitting, we catch people on the way down the elevator — right as they step into the cold and a jacket is top of mind.

04 Closing the loop

Attention to search to site to sale.

We don't stop at exposure. By matching real order and delivery addresses back to the buildings where your creative ran, every dollar maps to revenue — the full path, fully attributed.

01
Attention

Captive elevator-screen exposure, measured.

→
02
Search

Branded & category lift in served buildings.

→
03
Site

Visits traced to exposed addresses.

→
04
Sale

Orders matched to building — real revenue.

Not a proxy. The actual buildings, the actual buyers.

05 Measurement

First-party. Privacy-certified. Granular.

Creative-level attention data you can act on — compare cuts, placements and markets, then redeploy the signal across your entire media buy. This is the steering wheel, not just the rear-view mirror.

First-party Privacy-certified Creative-level Cross-channel ready
Elevator screen attentionHighest
Standard OOHMid
Online videoLower
Social feedLowest
06 Future

Where this goes next.

We sharpen the moment — meeting riders at the exact second a jacket is top of mind, and turning the elevator's mirror into the medium itself.

Predictive

Catch them on the way down

Predictive targeting that anticipates riders heading down the elevator — reaching them in the final seconds before they step outside into the cold, when a jacket is exactly the thing on their mind.

Target the mirrors

Three executions
01

Look in the Mirror

Digital screen integration

In-elevator screens prompt riders to check their reflection — a natural behaviour that creates a high-attention moment. Engagement shifts are measurable and reportable, with no incremental cost beyond creative adaptation. Runs across 100+ mirror-equipped buildings in GTA / GMA / GVA, plus bonus placements in non-mirror buildings with generic creative.

02

Physical Mirror Decals

Hero execution

Selective deployment in mirrored buildings, prioritizing beauty/fashion over-indexing environments. Turns everyday mirrors into brand touchpoints — real-world experiences with PR amplification potential given the uniqueness of the execution. Scalable.

03

AR Integration

Elevator try-on experience

An AR-enabled experience letting riders scan, engage, and virtually trial Moose Knuckles outerwear in real time. Scalable execution, details TBC.

07 The audience

Built around who actually buys.

This footprint is selected against a fashion-forward, high-income, premium-retail audience. Every number below is an index versus the national average — 100 is par.

Likes to keep up with the latest fashions
175index
Household after-tax income $150,000+
175index
Spends $2,000+/yr on women's clothing
175index
Spends $1,000+/yr on men's clothing
175index
Shops Harry Rosen (men's)
165index
Shops Holt Renfrew (men's & women's)
165index
Shops Saks Fifth Avenue (men's & women's)
165index
Premium-retail purchaser, multi-banner
165index

Index vs. national average (100). Source: Vividata / Statistics Canada.

08 The footprint

Where Moose Knuckles shows up.

The recommended building & market footprint for this launch — premium residential and office towers concentrated in Canada's coldest, highest-income urban cores.

275Buildings
628Screens
Greater Toronto Area116 bldgs · 290 screens
Greater Calgary Area63 bldgs · 116 screens
Greater Vancouver Area44 bldgs · 115 screens
Greater Edmonton Area38 bldgs · 84 screens
National Capital Region8 bldgs · 14 screens
Greater Montreal Area6 bldgs · 9 screens
View all 275 buildings ▾
BuildingCityProvMarketTypeScreens
77 Wade AvenueTorontoONGTAOffice Building7
Kingsway on the ParkTorontoONGTACondo6
River Ridge CondominiumsTorontoONGTACondo6
100 Graydon Hall DriveNorth YorkONGTARental5
150 Graydon Hall DriveNorth YorkONGTARental5
50 Graydon Hall DriveNorth YorkONGTARental5
60 Pavane Linkway CondosNorth YorkONGTACondo5
Parkview CondominiumMississaugaONGTACondo5
Verge Condos – West TowerTorontoONGTACondo5
100 Wingarden Court CondominiumScarboroughONGTACondo4
365 ChurchTorontoONGTACondo4
430 McMurchyBramptonONGTARental4
440 McMurchyBramptonONGTARental4
5 Vicora LinkwayNorth YorkONGTACondo4
75 CharolaisBramptonONGTARental4
95 CharolaisBramptonONGTARental4
AltairNorth YorkONGTARental4
Cloud 9 CondominuimEtobicokeONGTACondo4
Concord Adex Omega/Opus Lobby ScreensNorth YorkONGTACondo4
Crestview Place - 260 SenecaNorth YorkONGTACondo4
Galaxy TowersMississaugaONGTACommercial4
Neill-WycikTorontoONGTARental4
1 Dean ParkScarboroughONGTARental3
135 Rose ParkTorontoONGTARental3
15 Harding AvenueNorth YorkONGTARental3
300 Ray LawsonBramptonONGTACondo3
3120 Kirwin CondosMississaugaONGTACondo3
321 Davenport RoadTorontoONGTACondo3
399 Markham StreetScarboroughONGTARental3
40 St. Clair WTorontoONGTACommercial3
545 Sherbourne StreetTorontoONGTARental3
555 Sherbourne StreetTorontoONGTARental3
561 Sherbourne StreetTorontoONGTARental3
60 St Clair ETorontoONGTACommercial3
99 Howard StreetTorontoONGTARental3
Avenue 151TorontoONGTACondo3
Corinthian TowerScarboroughONGTACondo3
FiveThirtyTorontoONGTACondo3
FuzionTorontoONGTACondo3
High ParkTorontoONGTACondo3
Hillside at York Mills ITorontoONGTACondo3
Hillside at York Mills IITorontoONGTACondo3
Humber College LakeshoreTorontoONGTAStudent Res3
Leaside CommonTorontoONGTACondo3
Midtown Yonge Properties - 1 St. Clair Ave ETorontoONGTACommercial3
Pinnacle IIIBramptonONGTACondo3
Queen & Ashbridge Condos, 1050 Eastern AveTorontoONGTACondo3
Queen & Ashbridge Condos, 1060 Eastern AveTorontoONGTACondo3
South Forest Hill ResidencesTorontoONGTACondo3
St Michael's Health CentreTorontoONGTADoctors Office3
Star of DowntownTorontoONGTACondo3
The CoronationBramptonONGTACondo3
The LandmarqBramptonONGTARental3
Vida Condo TSCC 2757North YorkONGTACondo3
XO CondosTorontoONGTACondo3
1135 Logan Avenue CondosTorontoONGTACondo2
120 Shelborne AvenueTorontoONGTARental2
1755 Jane St.North YorkONGTARental2
2548 Kipling AveEtobicokeONGTARental2
38 Carluke CrescentNorth YorkONGTARental2
383 SoraurenTorontoONGTACondo2
4 Antrim CrScarboroughONGTARental2
5 Harding AvenueNorth YorkONGTARental2
501-503 Balmoral AveBramptonONGTARental2
544 Birchmount RoadScarboroughONGTARental2
550 Birchmount RoadScarboroughONGTARental2
560 Birchmount RoadScarboroughONGTARental2
640 Lauder AveTorontoONGTARental2
Access StorageTorontoONGTACommercial2
Adelaide Square CondosTorontoONGTACondo2
AltoTorontoONGTARental2
Birch Glen Cooperative Homes Inc.OakvilleONGTARental2
Bluebird Self StorageMississaugaONGTACommercial2
Mile & Creek Tower BMiltonONGTACondo2
Mimico Estates ApartmentsTorontoONGTARental2
Nisbet LodgeTorontoONGTASenior Living2
Northshore CondosBurlingtonONGTACondo2
Robin Gardner Voce HomesTorontoONGTARental2
SmartStop Self StorageTorontoONGTARetail Building2
SmartStop Self StorageTorontoONGTARetail Building2
TD Canada Trust Branch at Bramrose SquareBramptonONGTARetail Mall2
The WesterhamTorontoONGTARental2
Tiffany ApartmentsMississaugaONGTARental2
Village by the Grange - 53 McCaulTorontoONGTACondo2
1 Biggin CrtNorth YorkONGTARental1
179 Broadview AvenueTorontoONGTARental1
2260 Lawrence Ave EastTorontoONGTARental1
25 Trudelle StreetScarboroughONGTARental1
2525 Bathurst StreetTorontoONGTACondo1
275 North Service RdMississaugaONGTARental1
2782 Keele Street, North YorkTorontoONGTARental1
285 North service RdMississaugaONGTARental1
3 Biggin CrtNorth YorkONGTARental1
45 Gamble Ave / Enderby | ConnaughtTorontoONGTACondo1
45 Trudelle StreetScarboroughONGTARental1
6-8 Crescent town RoadEast YorkONGTACondo1
875 Kennedy ApartmentsTorontoONGTARental1
Amik Community Living TorontoTorontoONGTARental1
Applewood TownsMississaugaONGTACondo1
Basilian Fathers of TorontoTorontoONGTAOffice Building1
Bombay CourtTorontoONGTARental1
Brampton City HallBramptonONGTAGovernment Building1
Bretton PlaceTorontoONGTARental1
Elmwood HillRichmond HillONGTARental1
Green Storage ScarboroughTorontoONGTARetail Building1
Humber Medical CentreTorontoONGTADoctors Office1
Manson Tower Student ResidenceTorontoONGTAStudent Res1
New Frontiers Aboriginal Residential OfficeTorontoONGTARental1
Paramount Fine Foods CentreMississaugaONGTASports Arena1
Powell HouseTorontoONGTACondo1
The BalmoralOakvilleONGTACondo1
The Channel ClubTorontoONGTACondo1
University Towns - DSCC-323OshawaONGTARental1
Verge Condos - East TowerTorontoONGTACondo1
Victoria Shuter ResidencesTorontoONGTARental1
Viva RetirementTorontoONGTAOffice Building1
Elbow CourtCalgaryABGCARental10
Continental Towers - EastCalgaryABGCARental4
Continental Towers - WestCalgaryABGCARental4
Hull EstatesCalgaryABGCARental4
20/20CalgaryABGCACommercial3
Barclay TowerCalgaryABGCACondo3
Centre Pointe WestCalgaryABGCARental3
Evergreen Estates ApartmentsCalgaryABGCARental3
Lincoln TerraceCalgaryABGCARental3
O'Neil TowerCalgaryABGCARental3
Peter Lougheed CentreCalgaryABGCAHospital3
Premier PlaceCalgaryABGCARental3
Xenex on 12thCalgaryABGCACondo3
Broadway Towers - Tower 2CalgaryABGCARental2
Calgary TELUS Convention CentreCalgaryABGCAOffice Building2
CallaCalgaryABGCACondo2
Centre 70CalgaryABGCAOffice Building2
Chinook PlaceCalgaryABGCARental2
Connect First PlaceCalgaryABGCARetail Building2
Dorsett SquareCalgaryABGCARental2
Eau Claire Place IICalgaryABGCAOffice Building2
Parada EstatesCalgaryABGCARental2
Royal EngelCalgaryABGCARental2
Royal Park PlazaCalgaryABGCARental2
Sage Hill ApartmentsCalgaryABGCARental2
Sharma ApartmentsCalgaryABGCARental2
Skygate TowerCalgaryABGCARental2
Sunalta 19CalgaryABGCARental2
Sunalta 1913CalgaryABGCARental2
The GrandeurCalgaryABGCACondo2
1612CalgaryABGCARental1
Bankview PlaceCalgaryABGCARental1
Bayshore Park ApartmentsCalgaryABGCACondo1
Chartwell HouseCalgaryABGCACommercial1
Chinook WoodsCalgaryABGCARental1
CocoCalgaryABGCACondo1
Connect First PlaceCalgaryABGCAOffice Building1
Donna PlaceCalgaryABGCARental1
First Service Residential CalgaryCalgaryABGCACommercial1
Floyd ManorCalgaryABGCARental1
Heritage GardensCalgaryABGCARental1
Huntsville ApartmentsCalgaryABGCARental1
Legacy Estates Patterson HeightsCalgaryABGCACondo1
Merante ManorCalgaryABGCARental1
Pineridge 2000CalgaryABGCACondo1
Red Haus - RavenburgCalgaryABGCACondo1
Red Haus - VandenburgCalgaryABGCACondo1
Shergill PlaceCalgaryABGCARental1
Spruce Meadows RestaurantCalgaryABGCACasual Dining1
Sunalta 1624CalgaryABGCARental1
Sunview ManorCalgaryABGCARental1
Sunward Estates CalgaryCalgaryABGCACondo1
The Britannia - Avenue LivingCalgaryABGCARental1
The JunctionCalgaryABGCARental1
The MackenzieCalgaryABGCACondo1
The WestberryCalgaryABGCACondo1
University Pointe - Building ACalgaryABGCARental1
Uplands Manor - Avenue LivingCalgaryABGCARental1
Vintage SquaredCalgaryABGCARental1
West 17CalgaryABGCARental1
Westbrook ManorCalgaryABGCARental1
Westview Terrace ApartmentsCalgaryABGCARental1
Willmax ApartmentsCalgaryABGCARental1
9900 King GeorgeSurreyBCGVACommercial7
Waterfront HubVancouverBCGVAOffice Building7
CrestmarkVancouverBCGVACondo6
9850 King GeorgeSurreyBCGVACommercial4
King George Hub OneSurreyBCGVACondo4
King George Hub TwoSurreyBCGVACondo4
SovereignBurnabyBCGVACondo4
The Spot on CambieVancouverBCGVACondo4
1112 WEST PENDERVancouverBCGVACommercial3
183 East GeorgiaVancouverBCGVARental3
815 West HastingsVancouverBCGVACommercial3
Cedartree VillageSurreyBCGVARental3
D'CorizeSurreyBCGVACondo3
DogwoodVancouverBCGVARental3
FusionSurreyBCGVARental3
LarchVancouverBCGVARental3
Locale Century CitySurreyBCGVARental3
MapleVancouverBCGVARental3
Martello TowerVancouverBCGVARental3
MeridianCoquitlamBCGVARental3
West 42 WestVancouverBCGVARental3
1128 HornbyVancouverBCGVACommercial2
1669 East BroadwayVancouverBCGVACommercial2
CamelotSurreyBCGVACondo2
ForteVancouverBCGVARental2
Hill-Tout ArmsAbbotsfordBCGVARental2
Imperial ParksideSurreyBCGVARental2
Manpreet EstatesAbbotsfordBCGVARental2
Park TowersVancouverBCGVARental2
Pinetree ApartmentsAbbotsfordBCGVARental2
Residences on 7thVancouverBCGVACondo2
SussexVancouverBCGVACondo2
The BarclayVancouverBCGVARental2
The CanadianVancouverBCGVACondo2
4555 KingswayBurnabyBCGVACommercial1
Bridgeport ManorAbbotsfordBCGVARental1
Charlotte ManorAbbotsfordBCGVARental1
Concordia 1VancouverBCGVACondo1
Escala (1728)BurnabyBCGVACondo1
Hanna EstatesAbbotsfordBCGVARental1
Hillside TerraceAbbotsfordBCGVARental1
Regent Place ApartmentsSurreyBCGVARental1
Royal ManorAbbotsfordBCGVARental1
Villa Vista ApartmentsAbbotsfordBCGVARental1
Hillside EstatesEdmontonABGEACondo6
Grand Central ManorEdmontonABGEARental5
Claire EstatesEdmontonABGEARental4
Encore TowerEdmontonABGEARental4
Northbank - Tower 1EdmontonABGEARental4
10117 Jasper AvenueEdmontonABGEACommercial3
Beacon Place 9930EdmontonABGEARental3
Icon Tower 1EdmontonABGEACondo3
Matheson Seniors ResidenceEdmontonABGEASenior Living3
The LegacyEdmontonABGEACondo3
UltimaEdmontonABGEACondo3
Village at WestmountEdmontonABGEACondo3
Windsor ArmsEdmontonABGEARental3
Academy PlaceEdmontonABGEACondo2
Dunedin HouseEdmontonABGEARental2
Edmonton Convention CentreEdmontonABGEARecreational Building2
Hudson House ApartmentsEdmontonABGEACondo2
Hyde ParkEdmontonABGEACondo2
Oliver TowerEdmontonABGEARental2
Renaissance PlaceEdmontonABGEACondo2
Sir John FranklinEdmontonABGEARental2
The ImperialEdmontonABGEACondo2
The ParliamentEdmontonABGEACondo2
Twin AtriaEdmontonABGEACommercial2
WimbledonEdmontonABGEARental2
Arbour Court ApartmentsEdmontonABGEARental1
Boardwalk Regional OfficeEdmontonABGEARental1
Citadel Mews EastSt. AlbertABGEACondo1
Garneau PlaceEdmontonABGEARental1
Good Shepherd Catholic ChurchEdmontonABGEAOffice Building1
Hillshire CentreSherwood ParkABGEAPoint of Care Building1
Hudson HouseEdmontonABGEACondo1
Ledcor Construction LimitedEdmontonABGEAOffice Building1
MOVATI Athletic Harvest HillsEdmontonABGEAGym1
Michener Park Commercial Building EEdmontonABGEARetail Mall1
The GreenbrierSt. AlbertABGEACondo1
The RutherfordEdmontonABGEACondo1
Yellowhead Tribal CouncilEdmontonABGEAOffice Building1
19 Centrepointe DriveOttawaONNCRRental7
20 FitzgeraldOttawaONNCROffice Building1
36 RobinsonOttawaONNCRRental1
860 Canterbury SquareOttawaONNCRRental1
Embassy Terrace ApartmentsOttawaONNCRRental1
Le Baronet ApartmentsGatineauQCNCRRental1
Loblaws Superstore – RideauOttawaONNCRRetail Grocery Store1
The Bradshaw on BankOttawaONNCRRental1
3250 avenue Forest HillMontrealQCGMARental3
Le MonteverdiCôte Saint-LucQCGMARental2
7600 rue LajeunesseMontrealQCGMARental1
Le Neuf CentMontrealQCGMARental1
Résidence Du BonheurLavalQCGMASenior Living1
WalkleyMontrealQCGMARental1
09 The options

Build the package.

A modular stack — start with a targeted DOOH base and layer in the performance and experiential plays. Scope, timing and pricing are illustrative and to be confirmed.

⬡ Sample structure · all figures TBC
Option A

Foundation

Targeted DOOH with weather-triggered creative.
$50,000CAD net
Buildings275
Screens628
Target impressions~5.56M est.
Agency CPM$9.00
Flight / timing8 weeks
✓ Targeted DOOH play
✓ Weather triggers
– AR mirrors
– Shoppable decals
Recommended
Option B

Full Performance Stack

Everything in Foundation, plus the experiential mirror plays.
from $98,000CAD net
Foundation media$50,000
+ Physical mirror decals$48,000
+ AR try-on$25K–$100K TBC
"Look in the Mirror"incl. (creative only)
Flight / timing8 weeks
✓ Targeted DOOH play
✓ Weather triggers
✓ AR mirrors
✓ Shoppable decals

Illustrative only. Foundation figures based on a $50,000 test buy at a $9.00 agency CPM (~5.56M impressions) over an 8-week flight; rate card $10.50. Mirror decals at $8,000/unit; AR scalable $25K–$100K. Layers are modular — mirror activations can be stacked onto the Foundation or purchased separately. Final counts, impressions, timing and investment TBC.

— Next step

Let's make this winter the one you can measure.

Book the walkthrough