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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.
38.2 million internet users in Canada at the end of 2025 — 95.1% of the population: nearly every consumer is online.
Source: DataReportal — Digital 2026 Canada
33.0 million social media user identities in October 2025, equivalent to 82.1% of the population (an identity is not necessarily a unique person).
Source: DataReportal — Digital 2026 Canada
According to Dentsu, 4,000+ advertising messages hit us every day. The problem is no longer distribution: it's attention.
Source: Dentsu — The 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.
Too many messages, every 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.
All our impression volumes are estimates based on a methodology inspired by OOH/DOOH standards — never presented as certified. See our methodology & measurement →
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