Nigerian Adtech company launches AI platform to transform offline media planning

With outdoor advertising revenues expected to grow to about $240 million by the end of 2019, according to PWC’s Global Media and Entertainment report, local industry players are adopting new technologies to revolutionise the industry.
Through a strategic partnership with Singapore-based advertising technology company, Moving Walls, Nigerian-based media and advertising company, Interaction Channel Limited (ICL), is attempting to get a huge slice of Nigeria’s media advertising market with a revenue forecast of $793 million by 2021, according to Statista.

The company has launched an artificial intelligence-powered planning and buying solution for offline media, Moving Audiences, which boasts over 30,000 physical media asset connections across Singapore, Malaysia, Indonesia, Philippines, Thailand, India and Nigeria.
The platform, which ingests location data from several sources , including social, traffic, smartphone movement, and proprietary IoT sensors, wants to revolutionise the way offline media channels including outdoor advertising and brand activations are planned and measured in Nigeria.
It is expected that the adoption of these sophisticated planning and measurement tools, just as with digital advertising, offline media would be positioning itself as an important part of the media mix.

