Raw CPM measures the space you bought. Qualified CPM measures what is actually seen, remembered and useful. That's where everything is won or lost.
Distribution is no longer the problem. Attention has become the scarce resource.
That's 95.1% internet penetration — every consumer is already online.
Source: DataReportal — Digital 2026 Canada
One in two Canadians holds several active social identities — that many contexts of exposure.
Source: DataReportal — Digital 2026 Canada
That's the number of ad messages hitting each consumer on average. The problem is no longer distribution: it's attention.
Source: Dentsu — Attention Economy
"An impression that isn't seen or remembered creates no value for your brand."
A counted impression is not a seen impression. And a seen impression is not necessarily remembered.
Sources: Lumen Research (effective visibility) · IAB Canada / comScore (adblock rate Canada). Aggregated estimates — figures vary by format and buying context.
4,000 messages a day.
Only attention counts.
In the age of digital saturation — DartsMEDIA · 2026
The question isn't how many impressions, but how much real attention.
A physical screen placed exactly where your target chooses to gather. In a real, repeated consumption context.
The studies converge: physical OOH generates durable recall and attention.
Source: OAAA / Solomon Partners — OOH Recall Benchmark Report 2023. Indicative aggregated figures.
Get access to our media inventory and plan a campaign built to capture the real attention of your target audience.